Advertising and branding company BEI Confluence has won the 360-degree communications mandate of Harvest Gold, which have been making breads and bakery products for over 20 years.
BEI Confluence will be taking care of the branding and advertising of products of Group Bimbo of Mexico since the foreign company acquired a stake in Harvest Gold recently.
BEI Confluence won this contract after intense competition from other agencies like Cheil Worldwide, ADK Fortune and Water Design, which also pitched for the coveted client.
Harvest Gold is placed at interesting juncture as it is planning to expand its product portfolio as well as footprint across the country.
Taab Siddiqi, Director, Harvest Gold, said, âHarvest Gold is now geared up for a bigger and wider offering of bakery products in the market and to take the brand and products to the next level of acceptance and usage, we wanted to partner with an agency that is equally passionate and has a strong vision for the brand Harvest Gold. Team BEI Confluence came out with a very insightful strategy and disruptive creative to be taken across various mediums of print, retail/OOH, radio and digital. It was a seamless 360 degree presentation that resonated with us and our partners.â
Commenting on the development, Tapas Gupta, BEI Confluence Founder and MD, said, âWe have always admired Harvest Gold as NCRâs favourite bread brand. BEI Confluence since its inception 20 years back has focussed on being known as a strong FMCG agency handling a substantial number of FMCG brands across the country. This win gives us the opportunity and privilege to partner with Harvest Gold in the consolidation of its leadership position in Delhi and NCR and extend its portfolio to the next level.â
As part of the deal, BEI Confluence will do branding and come out with creative communication for Harvest Gold in various media including print, radio and digital.