Forgive me for noticing that the creative and strategic ingenuity of Cummins&Partners is going to be tested on behalf of CSR Sugar.

Clearly, Sugar Australia thinks that C&P is up to the task. It has appointed the agency to lead integrated communications for CSR Sugar after a market review.

Sugar has been having a rough ride in Australia of late, with more and more people absorbing the health and wellbeing message that they should control their sugar intake.

CSR has adapted to changing attitudes, adding products like LoGiCane, a sugar product made by spraying all natural molasses extract onto raw sugar that gives it with a naturally low glycemic index; Smart sugar, a blend of natural sugar cane blended with Stevia and coconut suga, which is unrefined, organically grown and sustainably farmed in Java. The bulk of CSR’s business, though, must still in white sugar. The brand has added various flavoured icing sugars to entrench its role in baking – whose popularity rebirth is being fuelled by series like The Great British Bake-Off, The Great Australian Bake-Off and Masterchef.

Jane Fraser, senior brand manager at Sugar Australia commented, “We have big plans for the brand in 2017, and we’re delighted to bring Cummins&Partners on board to help us make these a reality.

“In our search for the right partner, we were impressed by C&P’s track record of building strong brands with a real emotional connection to Australian consumers. We look forward to them weaving a little of that magic for the CSR brand in the coming year.”

Tom Ward, managing director, Cummins&Partners Melbourne, added, “We’re delighted to be working with one of Australia’s most iconic brands. We loved the process and the conversations we had with everyone at Sugar Australia that got us here, and we can’t wait to get cracking.”