22 May 2009
The Department for Environment, Food and Rural Affairs (Defra) has appointed marketing agency Media Moguls after a four-way pitch.
Media Moguls has successfully pitched for a “Personal Food Imports” campaign, targeting nine different UK audience segments with information about regulations on personal food imports to the UK. The campaign is aimed at the Nigerian, Ghanaian, Chinese, Middle Eastern, Turkish, Caribbean, Pakistani, Bangladeshi and Indian UK communities. Its remit is to encourage behaviour change and promote awareness of laws against bringing meat and dairy products into the UK from any country outside the EU. There are also strict restrictions on other products of plant and animal origin.
“Media Moguls is a specialist black, minority and ethnic agency,” says Media Moguls’ managing director, Anjna Raheja. “As such, we believe we bring cultural insight and understanding as well as innovative and creative routes to market for our clients. With Defra, we have ensured that our messaging is effective and sensitive to each specific community we are working with, and that we are active in engaging directly with our audiences.”
Defra has worked with Media Moguls for the past five years, says Caroline DeVille, marketing campaign manager at Defra, and the agency has built on previous concepts: “Often an incumbent agency can become complacent at re-tender but Media Moguls presented a good strategy.”
Media Moguls says the challenge will be in moving from simply raising awareness to tackling the more challenging task of changing behaviour: “This year we are introducing new television creatives and extending our outreach activity, working with community groups, places of worship and community stores to promote the fact that foods traditionally bought back home are all available in the UK,” says Raheja.
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