AB Word Foods, part of the Weston-owned Associated British Foods, has hired independent London agency Recipe to handle its Blue Dragon range of noodles and other products. The account was previously at JWT. Recipe won the account, a relaunch of Blue Dragon, in a three-way pitch.
The relaunch follows a product recall of some Blue Dragon sauces in April.
AB World Foods head of brands Tracy hughes says: “We are on an exciting journey with the Blue Dragon brand and were keen to work with a creative partner who had as much passion, belief and vision for our brand as we do. Following a robust and challenging pitch process, we are delighted to appoint and be working with Recipe.”
Recipe creative director Dan Jacobs says: “This is a wonderful opportunity to redefine what the brand stands for in today’s competitive food landscape. To take consumers on a journey of discovery. And to give Blue Dragon a creative platform from which we can ensure success and future growth.”