Law & Kenneth picks up Allanasons' edible oil business

The agency will be required to handle the strategy, launch campaign and positioning for the brand.

After a lengthy, closely fought multi-agency pitch, Allanasons India (Allana) has selected Law & Kenneth for its edible oil brand. The agency's Mumbai branch will handle this account.

Recall that afaqs! had carried a report in October last year announcing the commencement of this pitch in Mumbai.

It is leant that the company plans to foray into the edible oil space in India and launch its oil brand Sunny. However, the company may well market it under a new name in India. L&K will work on the strategy, launch campaign and positioning for the brand. Sources, who have confirmed the pitch result, go on to say that the communication will break in around a month's time.

Sunny belongs to the IFFCO Group - not to be confused with Indian Farmers Fertiliser Cooperative Ltd, also IFFCO - that is promoted by Allanasons India. Allanasons India was founded as Allana in 1865. IFFCO was established in the UAE in 1975. Today, it is an international group that makes and markets mass market food products across the globe. Besides Sunny, other popular brands under the company's portfolio include Noor, Tiffany, London Dairy, Hayat, Igloo and Rahma.

The group is present in 28 business sectors and has 33 manufacturing plants across the world. The company has investments in oil and fat manufacturing in Egypt, Tunisia, South Africa, Turkey, Pakistan, Malaysia, Indonesia, China and the United States of America. It also plans to launch projects in Saudi Arabia and India in the near future.

Among L&K's key accounts in Mumbai are Renault, Hero MotoCorp, eBay, Fiama Di Wills, Godrej Interio, Vivel, Times Now and Dabur Real Activ Juices.