Better Balance Chooses Shackleton as Its Global Agency

Apr. 04, 2022

• The agency will be in charge of the brand's global communications, including the definition of the positioning in the category of plant-based products, and the launch in Spain, Mexico and the USA in the initial phase.
   
• It will also be in charge of designing and implementing its shopper marketing strategy and consumer engagement plan in different channels such as retail, food service and e-commerce.

Better Balance, the new brand of plant-based protein food products from the giant Sigma, has selected Shackleton as the global creative agency for the first phase of the brand's launch in Spain, the USA and Mexico.

The goal is to position Better Balance and its products as the most nutritious, healthy and delicious option for consumers in the plant-based products category. The brand has similarly decided to have the creative agency develop and implement its shopper marketing global strategy, whose purpose is to create an ecosystem that guides the consumer at different touch points.

The awarding of the brand's launch, carried out after a tender involving four other agencies, will allow Shackleton to contribute to the strategy, design, creation and production of the 360º campaigns and initiatives to advertise the brand internationally, built upon the foundations of flavor, quality and health.

Moreover, for the shopper marketing project, the agency will design a specific strategy at every touch point with the brand, mainly food service, retail and e-commerce.

Isabelle Perillat, Global Consumer Disruptor Plant Based Business Unit (Global Insights and Marketing), Leonardo González García, Global Commercial Director, and Florencio García Núñez, Head of Europe Plant-Based Business Unit, of Sigma, noted:

“We, as a team, were looking for that more than an agency, but for a close partner that is sharing our passion and purpose.  Shackleton not only showed a deep understanding of our consumer target and a great creativity but also a real passion for the project and the desire to be part of the Better Balance adventure, which made the agency the obvious choice to us. We are delighted to partner with the Shackleton team for the Better Balance launch.”

 

Elvis Santos, General Manager of Shackleton Madrid, said:

“We are really happy to start working with Better Balance. It's not often that we have the opportunity to help build a brand from the ground up. In the case of Better Balance, we are also going to be working in a new category, namely plant-based, which, analyzing society and where we are headed, will be key due to our growing awareness of the importance of taking care of ourselves and the environment. And we are going to do it with a range of products that will break the stereotypes associated with veganism, because not only is it a healthy and nutritious food, but also as delicious as food based on animal protein.”

 

The Shackleton team working on this account is made up of more than fifteen professionals, including Elvis Santos, General Manager of Shackleton Madrid; Juan Silva, Executive Creative Director; Teresa Galante, Creative Director; Antonio Herrero, Creative Director; Pablo de Castro, Pablo Sforza, Manu Echávarri, Creative Supervisors; Roberto Albares and Clara Fernández, Art Directors; Macarena Chozas, Brand Director; Adrián Cosano, Account Executive; Abelardo Bethencourt, CEO of Shackleton Buzz&Press; Borja López-Gómez, Head of Social; Elena Gómez, Social Media Strategist; Eva Calo, Head of PR; Marina Méndez, Communication Consultant; Marta García Viudes, Head of Events; and Paloma Álvaro, Media Director.

Representing Better Balance in this project will be Isabelle Perillat, Global Marketing Director; Leonardo González García, Global Commercial Director; and Florencio García Núñez, Head of Europe Plant-Based Business Unit.