Rice manufacturer Veetee has appointed John Ayling Associates to handle its media planning and buying ahead of plans to reposition as a consumer brand later this year.
The appointment follows a two-way pitch against an undisclosed agency. It is not clear whether there was an incumbent agency.
John Ayling has been appointed to work with Veetee to develop a “significant national launch” campaign to coincide with a raft of new products.
The company says it is developing products “to meet the increasing lifestyle demands of the contemporary consumer”. This is expected to include products for the convenience and lunchtime market.
Veetee has appointed marketing services and branding agency The Clinton Partnership to handle its brand and new product development work. It has also overhauled its corporate identity to make it more consumer-friendly.
The company, which has an annual turnover of &£30m, is a major supplier to supermarkets and ethnic retailers.
John Ayling, chairman and managing director of the agency, says: “The growth of rice sales due to consumers’ experimentation with international cuisine, combined with healthier eating, provides enormous potential for Veetee in this market.”