Carman’s Kitchen has appointed Melbourne indie, Kill Boring Dead (KBD) as its new social-first creative agency. The appointment aligns with a deliberate move away from “safe FMCG creative” toward bold, social-led ideas, and network agencies. The Australian independent gourmet breakfast and snack brand, that is stocked in over 35 countries, is also is investing in creativity over discount-dependence, which is notable in a cost-of-living climate.

KBD’s job will be to produce bold, creative content, organic growth, UGC, and paid support to engage with the brand’s growing audience. Its work will span social-first creative initiatives, including content production, influencer marketing, UGC campaigns, and paid social strategies. The agency, known for its rebellious and innovative approach to creative, was selected for its proven track record of challenging the status quo in the FMCG space.

“We wanted to partner with an agency that would challenge us and elevate our social presence,” stated Carolyn Creswell, founder & CEO of Carman’s Kitchen. “Kill Boring Dead impressed us from the very first meeting with their unique approach to creativity and deep expertise across different channels. As two brands built on innovation, attention to detail, and passion for what we do, this partnership feels like such a natural fit. We couldn’t be more excited for what we’re going to make together.”

“Partnering with Carman’s Kitchen is one of those rare, delicious moments where everything just clicks,” commented Marcus Willis, CEO of Kill Boring Dead. “They’re not just one of Australia’s most iconic brands, but they’ve also got something that most big brands don’t: an unshakable hunger for creativity. They didn’t come to us for business as usual. They came to kill boring. And they meant it. We’re excited to see where this partnership goes. Early signs point to ‘not boring’.”

The early creative work already launched shows a clear move towards more distinctive, irreverent, strategically grounded storytelling.

Carman’s Kitchen, founded in 1992, has grown by staying true to its core values of quality and passion, ensuring that its products are crafted with the highest standards.

“It’s rare to see a market leader like Carman’s still hungry for creative risk,” Marcus Willis added, “Most brands at that stage get comfortable. And staying too comfortable, for too long, is a slow, painful death. Right now, every brand is in a war for attention. The ones who win are the ones brave enough to push. That’s exactly why we’re here.”