Abel & Cole hands UK media brief to Total Media

Abel & Cole

Behavioural media agency Total Media has been awarded the media account for Abel & Cole, the organic grocery delivery service.

Total Media’s brief will be to establish the brand as the sustainable online shop of choice for environmentally conscious consumers.

Abel & Cole

Abel & Cole was established in 1988 and became famous for its organic fruit and vegetable subscription boxes.

The proposition has evolved since then to include a full organic and sustainable  weekly shop, delivered directly to customers’ doors, creating a simple way to shop sustainably.

Total Media, fellow B Corp, won the account following a competitive pitch and will be working with the food brand to drive brand and business growth, encouraging more new customers to join their sustainable shopping community. 

The relationship will kick off on 1 May and responsibilities will include planning and buying across TV, radio, OOH, print and digital channels including, programmatic, paid social and search.

Tom Laranjo, CEO at Total Media London said: “We look forward to applying our behavioural expertise to position Abel & Cole as the leading sustainable delivery option for consumers in the UK, building on the brand’s incredible growth, particularly since the start of the pandemic. 

“At such an interesting time for the food delivery industry, which has evolved so much in the last few years, it’s an exciting brief and we are confident in our strategy to ensure Abel & Cole is perceived as the go-to environmentally friendly delivery choice.”

Catherine Peace, Head of Growth Marketing at Abel & Cole said: “Total Media’s behavioural expertise and their informed and intelligent plans to help us navigate today’s complex delivery market, made the agency the obvious choice to partner with. 

“We’re confident that together we can continue the great momentum we’ve achieved in the last couple of years.”