UAE-based food and beverage brand Masafi has called two separate advertising pitches.
Natascha Edelmann, head of marketing at Masafi, confirmed that the pitches were taking place but declined to comment further. Masafi currently works with a number of agencies, depending on the category. The incumbent on the bottled water account, which is one of the briefs understood to be up for grabs, is Dubai-based Madison Advertising. “There are two pitches going on, but we will not comment until a decision has been made,” said Edelmann.
Masafi, which was named ‘Brand of the Year’ by Superbrands Middle East in 2009, had called a review in March last year, but has kept its advertising accounts with mainly boutique agencies since severing its ties with Y&R a number of years ago.
One of the invitations to pitch is looking for an agency to work with Masafi on its ‘Water Equity Campaign 2012’, which would lead to the winning agency establishing a new partnership with the company.
Masafi is a leading producer of pure natural mineral water in the Gulf and was established in 1976 with a paid-up capital of approximately $5.5 million. Last month the company launched its premium Basmati rice brand as part of a move towards becoming a complete FMCG company. Speaking at the time of the launch, Edelmann said: “The launch of our Select Basmati rice brand is a major step in our vision to become a complete FMCG company and conquer more share of consumer hearts in the process.”
