Frontier Biscuits Rightly Seeks New Creative Agency
Steve’s breakdown: Bad Line Alert!! Who ever came up with “The Taste of Leadership” needs to get a new job. Either way, the $700K marketing budget is small now but they are planning to go national which could triple it.
DELHI, India: Frontier Biscuit Factory, manufacturer of handmade eggless biscuits, is on the lookout for a creative partner. While the print media ad agency account has been pegged at Rs 3 crore, the company is also on the lookout for a PR partner in Delhi-NCR.
Rajiv Frank, Founder, Brandtrotter, marketing consultant to Frontier Biscuits, confirmed the news.
Frank said, “We usually give print ads around festivals and also when we announce the opening of a new showroom. This, however, has not led to increased footfalls in our stores. Hence, we plan to empanel an agency.”
The biscuit maker currently has stores in Delhi, Punjab, Haryana, Chandigarh, Uttar Pradesh and Jaipur. Frontier is looking at enhancing its presence across 11 cities in North India. The brand also plans to expand to Mumbai, Bangalore and Gujarat.
“We are looking at a media mix of print (80 per cent), FM (10 per cent) and out-of-home advertising (10 per cent),” informed Frank.
Recognised as a leading manufacturer and retailer of handmade eggless biscuits since the 1920s, the family-run Frontier Biscuits is now leveraging its brand value to become a national brand with exclusive stores across the country. Rajan Sethi, the fourth generation of the family, is in charge of business development.