Lowe Lintas wins Cargill Foods India’s creative mandate

Lowe Lintas will handle Cargill Foods’ consumer brands of edible oils as well as wheat flour


Cargill Foods markets edible oils under brands such as Nature Fresh, Gemini, Sweekar, Leonardo Olive Oil, Rath and Sunflower.
Cargill Foods markets edible oils under brands such as Nature Fresh, Gemini, Sweekar, Leonardo Olive Oil, Rath and Sunflower.

New Delhi: Cargill Foods India, the fast moving consumer goods company, has appointed Lowe Lintas—part of the Mullen Lowe Lintas Group—as its creative agency following a multi-agency pitch. The agency will handle company’s consumer brands of edible oils as well as wheat flour. The company’s annual advertising budget is estimated at more than Rs120 crore.

The incumbent agencies on the account were Leo Burnett and FCB Ulka.

Neelima Burra, chief marketing officer, Cargill Foods India, said, “We were looking for an agency with scale which can leverage local insights and convert them into business growth opportunities creating 360 degree campaigns for our brands. The brief we shared and the ideas proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for.”

In a statement, Naveen Gaur, president, Lowe Lintas, Delhi, said: “At Lowe, we have a tradition of building brands which not only enjoy mass support but also become a part of everyday conversation. And that’s exactly been the crux of our conversations with Cargill.”

Cargill started its operations in India in 1987. It has businesses in refined oils, food ingredients, grain and oilseeds, sugar, cotton, animal feed and trade structured finance. The company markets edible oils under brands such as Nature Fresh, Gemini, Sweekar, Leonardo Olive Oil, Rath and Sunflower. It also markets Nature Fresh brand of packaged wheat flour.

The company employs more than 2,000 people across offices and plants and a network of warehouses and depots.

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