Australian food brand, MasterFoods, has appointed WPP’s integrated agency model, The Kitchen, as its new agency. T&Pm will provide full service creative; EssenceMediacom will lead media and Hogarth will manage production – all working as The Kitchen team.

The Kitchen team also work with other key partners such as content marketing company, Enthral.

“We can’t wait to bring this proven agency model, The Kitchen, to Australia for MasterFoods,” stated Annabel Archer, marketing communications lead at Masterfoods parent, Mars. “The local capability in integrated brand experiences shared by the WPP agency village is exciting. It is critical for MasterFoods to stay relevant in the race for attention and the need to adopt new models and behaviours is essential. We are very much looking forward to seeing what we can achieve together in 2025 and beyond.”

“We couldn’t be more excited to partner with Masterfoods and their pantry full of amazing brands,” added Georgia Malcolm, Mars client lead at T&Pm. “As we head into 2025, our entire team is looking forward to hitting the ground running with some standout thinking. We can’t wait to add to the next chapter of this true Australian icon.”