Natural Balance Foods appoints Ambition

An Ambition Communications product story

Edited by the Marketingweek Marketplace editorial team Apr 1, 2008

Natural Balance Foods has appointed Ambition Communications as its lead marketing communications agency.

In partnership with Ambition, Natural Balance Foods will promote its Happy Healthy Helpful mantra across everything it does to deliver increased consumer awareness, trade support and sales volumes across the Nakd and Trek ranges.

Ambition, established by Becky McKinlay in September 2005, was awarded the account after outlining an ambitious strategy and activity plan that went beyond traditional marcomms.

The proposed plan firmly unites marketing with sales initiatives and will demonstrate consumer and trade support across promotional activities and events, advertising, digital campaigns and PR.

The appointment marks a new era for Natural Balance Foods, which until now has managed all its marketing in-house.

Established in the UK in May 2004, Natural Balance Foods has burst into the healthy eating category and securing listings across grocery multiples, independent and health food shops.

The 100 per cent wholefood range includes Nakd Bars, Trek Bars and Nakd Raisins and targets health-conscious, active adults and families.

In the last 12 months, Nakd has won Best Product of the Year (Raisins) at the Brighton Natural Food Show in March 2008 and Best Product (Banana Bread Nakd Bar) at the Harrogate Food Show in September 2007.

Jamie Combs, Managing director of Natural Balance Foods, said: "Consumers are actively seeking out healthy, wholefoods alternatives and are seeing through pretenders.

"We have now appointed an impressive agency, Ambition, who understand our position and vision; their knowledge of the sector and their obvious passion and determination will help us build our brand and product range".

Becky McKinlay, Managing Director, Ambition, added: "We are delighted to have been appointed by Nakd and Trek.

"There's an exciting future for the range and we are brilliantly matched - entrepreneurial, innovative and successful businesses with a desire to do things differently".