Leo Burnett Chicago and Seed Strategy have been selected by WhiteWave Foods Company (WWFC) to direct all consumer communications in the US for its Silk Soymilk brand, following a competitive review.
Leo Burnett partnered with Seed Strategy, a leader in strategic innovation, brand strategy and new product development, to win the business. Both will immediately begin development of a multi-discipline campaign, with first work expected in Q1 of 2009.
“Silk is the best selling natural food brand in the US, and one of those rare brands that consumers are truly passionate about,” said John Sheehy, Executive Vice President Leo Burnett, North America. “We are thrilled to help spread that passion and drive growth for the brand.”
“Silk is a progressive brand, and we wanted to bring an approach to the business that was equally innovative,” said Susan Jones, CEO and Founder of Seed Strategy.
Leo Burnett will provide creative development and leadership of all marketing communications. Seed will operate as the strategic planner on the business, using its breakthrough consumer research process to uncover deeper, richer consumer insights to help quickly set the strategy.
“The combined team of Leo Burnett and Seed Strategy is a smart and passionate one,” said Craig Shiesley, Vice President of Silk. “The depth of consumer insight and creativity from Leo Burnett is very impressive and is further strengthened by Seed Strategy’s proven track record in proposition development and innovation. We look forward to working together to support and build a growing brand.”
Silk Soymilk was launched in 1996 and has become the best-selling natural food brand in the nation. Since Silk’s inception, the brand’s mission has been to integrate natural soy foods into the American diet through socially responsible and environmentally sustainable business practices. As such, every drop of delicious, nutritious Silk is manufactured by offsetting the electricity used with clean, sustainable wind energy. Silk is available in virtually all major supermarket chains, and the complete product line includes a number of varieties and flavors to meet specific tastes and nutritional needs.
For more information, visit silksoymilk.com
About Leo Burnett USA
Leo Burnett USA helps build many of the world’s most valuable brands, including McDonald’s, Disney, P&G, Kellogg and Nintendo. Leo Burnett holds people at the center of its strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behavior before attempting to tell a brand’s story. The country’s second largest agency brand, as ranked by Advertising Age, Leo Burnett USA is the flagship of Leo Burnett Worldwide, a global network of over 200 operating units, including a variety of specialty marketing services and over 90 full-service advertising agencies in 82 countries.