Organix owner hires Tribal for global online platform

organixSwiss international food company Hero Group, whose UK brands include organic baby and toddler food Organix, Hero Baby milk and the Juvela gluten-free range, has appointed Tribal Worldwide to create a new global digital platform following a competitive pitch.

The £1bn turnover business was founded in 1886 in Lenzburg initially to process fruit and vegetables. Over the years, it has embarked on a major international expansion drive with a focus on natural healthy foods.

In 2008, the company acquired the Organix brand, launched in 1992 by Lizzee Vann, who had started out by selling her organic home-made baby foods at farmers markets. The brand is now claimed to be the UK’s number one brand for organic baby food, toddler and baby snacks and finger foods.

Hero Group has now briefed Tribal to develop a unified global online platform to house individual websites for 16 of its brands across 19 markets.

The agency will use its “total experience” approach to design and build a platform that is aimed at combining exceptional customer and employee experience while ensuring the unique values of each of Hero’s brands are embodied throughout.

This latest win adds to Tribal’s extensive portfolio of digital ecosystems created for clients using the same “total experience” philosophy.

Hero Group vice-president of media, digital and marketing excellence Johan Houben said: “I don’t want to do middle of the road. I want great work we can be proud of, and I believe Tribal is the right partner to help us achieve this. We wanted to be challenged and pushed through the process to find a new partner. Tribal’s team did exactly this and we are excited to be working together.”

Tribal chief executive Tom Roberts added: “Hero was clear on wanting a long-term digital partner, and I’m confident we are the right choice due to our extensive experience and range of services as part of our total experience approach. Johan and his team have been brilliant to work with during the process, and we’re excited to get started.”

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