Bonn Foods has appointed LOM Worldwide as its integrated brand and communications partner, following a six-month evaluation and multi-agency pitch process. The mandate covers the Bonn master brand and the strategic launch and brand building of La Americana Artisan Breads, the company’s new entry into the premium bakery space.
LOM Worldwide will handle brand strategy, creative, digital, social, performance marketing and integrated campaigns. The focus will be on strengthening Bonn’s leadership and relevance while building a distinctive, premium identity for La Americana. Bonn chose LOM for its strategic thinking, creative ambition and understanding of the evolving Indian consumer.
Amrinder Singh, director, Bonn Group of Industries, said the process was deliberate and aimed at finding a partner who understood where the brand has come from and where it wants to go. He noted that LOM showed a strong grasp of Bonn’s business, its consumers and the opportunity ahead, adding that La Americana marks an exciting new chapter in the bakery category.
Krittika Marwaha, CEO, LOM Worldwide, called Bonn a brand with strong equity, scale and an authentic consumer connection. She said the long process let both teams challenge each other and go deeper into the business. LOM will work closely with Bonn’s leadership to shape the brand’s next phase of communication and growth, including the launch platform for La Americana.
