Grey Melbourne tasked to establish Phillippa's in digital space

29 October, 2010

SINGAPORE — Grey Melbourne has been appointed as the digital agency of record by bakery and gourmet food business Phillippa’s ( The account was awarded to the agency based on its proven creative track record and digital expertise without a pitch.

Known for its strong credentials in the slow food movement, Phillippa’s has three signature stores in Melbourne, and enjoys wide distribution supplying breads, pastries and provisions like chocolate truffles, muesli and spiced nuts to wholesale customers across Australia.
Grey Melbourne’s winning idea focused on building the Phillippa’s brand leveraging social media tools such as blogging, video blogging and Twitter. The agency aims to solidify Phillippa’s position as a thought leader in the gourmet food category, whilst simultaneously reaching out to a previously untapped audience. Online activities to be carried out include providing a platform for Phillippa’s to share cooking tips and secrets with loyal customers and other foodies, as well as to enable new customers to familiarise themselves with the brand and its offerings. 

According to Luke Waldren, Managing Partner, Grey Melbourne, “Our social media approach for Phillippa’s is based on a thorough study of its business model and understanding of its target market. We identified social media channels to be most relevant and effective in opening up the brand to a stronger relationship with the rapidly growing foodies audience within Australia”.

Waldren added that the agency will be working closely with its new client to monitor the progress of the campaign. “We are also excited by the fact that our digital plans for Phillippa’s will leverage social media to enable stronger retail offers by using geo-locating technologies.”

Phillippa’s joins Grey Melbourne’s roster of clients which includes Transport Accident Commission, Victorian Electoral Commission, WorkSafe Victoria, Simplot, Playtex, AXA, GlaxoSmithKline and Procter & Gamble. 

About Grey Group
Grey Group ranks among the largest global communications companies and its total offering includes Grey (advertising) and G2 (brand activation). Its parent company is WPP (NASDAQ: WPPGY). “Famously Effective Since 1917”, Grey Group serves a blue chip client roster of many of the world’s best known companies. Grey Group is represented in 96 countries, with 432 offices operating in 154 cities. In the Asia Pacific region, Grey Group covers 30 cities in 17 countries. For more information about Grey Group Asia Pacific, visit

Media Contacts
Candie Chiong
VP, Marketing & Corporate Communications
Grey Group Asia Pacific
Direct Line: +65 6511 7610
Mobile: +65 9697 3620

Geraldine Wong
Senior Manager, Corporate Communications
Grey Group Asia Pacific
Direct Line: +65 6511 7621
Mobile: +65 9168 2278

Acrobat Document grey_melbourne_pressrelease_phillippas_digital_AOR.pdf

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