So Good appoints Jam to 4m soya brand-building task

Canadian soya brand So Good is understood to have appointed Tunbridge Wells-based agency Jam Marketing to handle its £4m advertising account.

It is thought the agency won the business following a competitive pitch. The appointment comes ahead of a major push in the UK market. So Good is available in some supermarkets and health food shops but the company is ramping distribution and brand awareness.

The Vancouver-based company has also appointed start-up media agency the7stars to handle its media planning and buying.

It is understood that So Good, which is currently setting up a UK office, is planning a brand advertising campaign across traditional and digital media.

Rival brand Alpro has also reviewed its agency roster and has consolidated its £30m pan-European media spend into OMD. It was previously handled by Somerset-based agency The Point Marketing & Communications, which continues to work on the UK creative account.

It has launched new packaging and a new advertising campaign this week with the new strapline – Alpro Soya. A healthy decision – thought to have been developed by TBWA Brussels.

The soya-based food market is becoming popular as consumers look for healthier food products. Unilever has entered the market with Adez, a soya and fruit juice drink (MW February 9). Earlier this month, frozen food brand Birds Eye launched frozen soya beans as an alternative to peas.


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