Pepsico appoints Special as new agency for Bluebird, Copper Kettle and Delisio brands

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Pepsico appoints Special as new agency for Bluebird, Copper Kettle and Delisio brands

Following a highly competitive pitch process, Pepsico has appointed Special as the new agency for three of its Bluebird Foods accounts Bluebird, Copper Kettle and Delisio.


The remit covers a range of services, including brand strategy, creative ideation, production, and PR, to develop long-term solutions that cement all three brands’ positions within the New Zealand market.

The onboarding of Special follows a successful body of work with Delisio that began in late 2022. Special was tasked with developing a new brand platform that reflected the modernised direction of the brand. Special launched this into the market through a highly successful creative execution in 2023, spanning the agency’s advertising, social media, and PR services.

Catherine McLaren, marketing manager at Bluebird, expressed confidence in the partnership: “Our journey with Special began with Delisio, where we were impressed with their out -the- box thinking that was grounded in insight and strategy. The work resulted in a long-term creative solution that we look forward to building on this year and seeing what we can achieve together across the three brands.”

The partnership commences with a concerted focus on the Bluebird brand, with Special spearheading the launch of a strategic new brand platform in 2024 while maintaining momentum on Delisio’s ‘Always better’ platform. Special will also work closely with Copper Kettle on the launch of its exciting new flavours.

Says Stu Mallarkey, executive creative director and head of interactive at Special: “We’re excited to welcome Bluebird and Copper Kettle into the fold while continuing to build on our relationship with Delisio. There’s exciting activity in the pipeline for all three brands, and we’re looking forward to bringing fresh and innovative ideas to the table.”