Kill Boring Dead adds SavourLife and Toscano to SunRice roster

Kill Boring Dead has expanded its relationship with SunRice Group, winning the SavourLife and Toscano accounts and extending its existing partnership with Always Fresh.

Both brands appointed the Melbourne agency as social media agency of record, taking its SunRice ANZ portfolio to three brands.

KBD will lead social strategy and creative for Toscano, building on its Together, We Eat positioning. Its remit for pet food brand SavourLife covers social strategy, content and community management, with work scheduled to launch in October.

The agency has also secured a further 12 months with Always Fresh, where its work spans organic and paid social, influencer activity, product seeding and community management.

“Three brands within one group is a strong endorsement of the partnership we’ve built with the ANZ Marketing team,” Kill Boring Dead co-founder and director Marcus Willis said.

“Always Fresh, SavourLife and Toscano each have distinct audiences and opportunities, and we’re excited to create work that is bold, relevant and true to each brand. We also intend to find out exactly how much pickle content one agency can produce.”

SunRice Group ANZ chief marketing officer Christine Fung said the expanded relationship reflected the team's ambition to challenge category conventions.

“KBD understands how to turn that ambition into social-first ideas that are distinctive, culturally relevant and right for each brand’s audience,” Fung said.

The extension follows KBD's JarGate campaign for Always Fresh, which turned an online argument about opening a stubborn jar into a creator-led activation involving more than 100 creators.