MasterFoods Taps WPP’s ‘The Kitchen’ in Australia

Iconic Australian brand MasterFoods has appointed WPP’s integrated agency model ‘The Kitchen’ to stir things up across their brand portfolio.

The Kitchen brings together a bespoke WPP team, with T&Pm offering full-service creative alongside EssenceMediacom leading media and Hogarth delivering production.

Working together as a tight team, this integrated approach will deliver deeper insights, more impactful campaigns, and engaging content sure to make Australia’s tastebuds tingle. The Kitchen team will work together with other key partners like Enthral from an earned perspective to continue to build upon MasterFoods™ enviable position in the Australian market. 

“We can’t wait to bring this proven agency model, ‘The Kitchen’, to Australia for MasterFoods," said Annabel Archer, marketing communications lead at Mars. “The local capability in integrated brand experiences shared by the WPP agency village is exciting. It is critical for MasterFoods to stay relevant in the race for attention and the need to adopt new models and behaviours is essential. We are very much looking forward to seeing what we can achieve together in 2025 and beyond”. 

“We couldn’t be more excited to partner with Masterfoods and their pantry full of amazing brands,” said Georgia Malcolm, Mars client lead at T&Pm.

“As we head into 2025, our entire team is looking forward to hitting the ground running with some standout thinking. We can’t wait to add to the next chapter of this true Australian icon.”