MBM, Breakout Room + Saatchi & Saatchi create a connected platform model for My Food Bag

(Pictured L-R: Amber Ardern, Deb Brown, Jo Mitchell, Mark Cochrane)

My Food Bag has appointed MBM as its lead media, analytics and eCommerce partner, as well as MBM-owned Breakout Room as a Content partner.

The joint appointment sees MBM and Breakout Room join another Publicis Groupe partner Saatchi & Saatchi, who will guide the brand strategy and act as lead creative agency for My Food Bag.

Says Jo Mitchell, chief creative officer, My Food Bag: “We’re excited to build a truly connected agency model across every step of the marketing and media journey. It’s a powerful formula, acting as an extension of our team and working with us to realise opportunities for growth much faster than we can alone.”

Says Deb Brown, client service director, MBM: “We are delighted to be working with My Food Bag, who are an amazing New Zealand success story. My Food Bag pioneered the meal kit delivery market in New Zealand and continues to adapt and meet the ever-changing dynamics in the category. The village model, with My Food Bag working hand in glove with MBM, Breakout Room and Saatchi & Saatchi, means we are collectively-primed to unlock growth.”

Says Amber Ardern, head of content, Breakout Room: “Over the last 5 years Breakout Room has worked with a number of great New Zealand clients. We are thrilled to work with My Food Bag on their dynamic content needs in the food category, of which we are experts.”

Says Mark Cochrane, CEO of Saatchi & Saatchi and Publicis Groupe (NZ) chief connection officer: “Saatchi has always enjoyed a great relationship with the My Food Bag team and now together, this is another example of the Publicis Groupe model in action. Curating specialist talent, capability and technologies in a connected platform, we are excited to see what we can achieve, in partnership.”

My Food Bag is New Zealand’s longest standing meal kit provider and is a well-loved and successful New Zealand brand. Each week, My Food Bag delivers thousands of bags full of fresh, tasty and locally sourced ingredients along with easy-to-follow recipes direct to families across New Zealand so that they can create nutritious meals in their homes.

Since inception, My Food Bag has been intensely focussed on developing healthy and delicious recipes, product innovation and exceptional customer service. This has resonated with New Zealand consumers and My Food Bag has delivered over 106 million meals to Kiwis since the business began trading in 2013. My Food Bag has a strong understanding of consumers’ needs and its portfolio of product offerings is designed to appeal to a wide range of Kiwi preferences. My Food Bag offers a variety of products under the My Food Bag, Bargain Box, and Fresh Start brands and along with ready-made meal brand, MADE.