Reitzel selects communications agencies

The Swiss pickles company has awarded PR, creative and market research awarded to i9 Communications, Leap Communications and Market Resonance, respectively

BestMediaInfo Bureau | Delhi | January 29, 2016

Reitzel Specialty Foods, the Indian subsidiary of century-old Reitzel SA based in Switzerland offering pickled gherkins, jalapenos and babycorn, has awarded its PR mandate to i9 Communications which is a part of Comniscient Group, the creative mandate to Leap Communications, and Market Research mandate to Market Resonance

Vinod Gaikwad, Business Head, Reitzel Specialty Foods, said, “Hugo Reitzel is a globally renowned brand spreading its footsteps in India. With the growing taste for foods across the globe and increasingly experimental palates of Indians, we see a great potential for our pickled products in the market. We are following the classical marketing theory and are moving ahead with a complete organized and planned approach. The appointment of these agencies will help us to lay a strong foundation of the brand in the country.”

Subhash Pais, Business Head & Founder, i9 Communications, said, "We are proud to have bagged this particular mandate. The most interesting thing about Hugo Reitzel is that it enters a very competitive market with an amazing range of products and needs to educate and create visibility with the intent to eventually turn the current market towards its products and gain leadership status within the industry. This is a challenge that we are absolutely looking forward to and are confident of achieving all the targets set for ourselves with Reitzel."

Anisha Guptan, Business Head, The Leap, said, “Hugo Reitzel is a globally loved brand of Swiss condiments. Today, with the Indian palette acquiring a bigger appetite for gourmet world foods, we at The Leap are excited to offer India and the large expat community in India a taste of Switzerland. While pickles are not alien to India, this is a whole new taste. We are working closely with Hugo Reitzel's India team to add punch to India's plate through an approach that integrates packaging, communication, point of sale and digital."

Karan Motwani, Director, Market Resonance, said, “We are excited to be the consumer research partners for Hugo Reitzel. The Swiss pickles market is relatively less explored in India. Our qualitative and quantitative research efforts will help to understand the target market, buying behavior of the customers and the need-gaps in the existing market to arrive at the best positioning strategy for the brand."

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