Casella Family Brands appoints Paper Stone Scissors as creative agency for China push

Australian creative agency Paper Stone Scissors has been appointed by Casella Family Brands to localise the [yellow tail] brand for Chinese consumers.

The appointment follows a competitive agency tender in September of this year.

Paper Stone Scissors will be responsible for the strategic, digital and creative development and production of the 2018 campaign in China.

Paper Stone Scissors has a history of working with Australian and international clients looking to localise their brands into the Chinese market from Coca-Cola to Herman Miller and the Hilton Group.

Says Atia Cader, creative director and founder at Paper Stone Scissors: “We are thrilled to be taking this iconic Australian brand to China. We’ve been working in China for nearly a decade and been witness to a dramatic sophistication of the market in this time.”

Says Libby Nutt, general manager, marketing and export sales at Casella Family Brands: “We are excited to work with Paper Stone Scissors to grow our brand in China – a unique and complex market. Not only have Paper Stone Scissors demonstrated a great understanding of the Chinese market and consumer, but they have also demonstrated how to successfully bring the [yellow tail] brand to life in China. We look forward to seeing the positive results of the [yellow tail] campaign in 2018 and beyond.”