Total Media gets ambitious after winning Abel & Cole’s UK media account

Programmatic, paid social and search begin the agency’s extensive media plans to establish the grocer at the top.

Behavioural media agency Total Media has won Abel & Cole’s media account,with the goal of establishing the organic grocery and delivery service as the sustainable online shop of choice for environmentally conscious consumers. 

Total Media, also a B Corp, won the account following a competitive pitch and will be working with Abel & Cole to drive brand and business growth, encouraging more new customers to join their sustainable shopping community.  

The relationship kicked off in May and responsibilities will include planning and buying across TV, radio, out of home (OOH), print and digital channels, including programmatic, paid social and search. 

Tom Laranjo, CEO at Total Media London said: “We look forward to applying our behavioural expertise to position Abel & Cole as the leading sustainable delivery option for consumers in the UK, building on the brand’s incredible growth, particularly since the start of the pandemic. At such an interesting time for the food delivery industry, which has evolved so much in the last few years, it’s an exciting brief and we are confident in our strategy to ensure Abel & Cole is perceived as the go-to environmentally friendly delivery choice.”

Catherine Peace, Head of Growth Marketing at Abel & Cole said: “Total Media’s behavioural expertise, and their informed and intelligent plans to help us navigate today’s complex delivery market, made the agency the obvious choice to partner with. We’re confident that together we can continue the great momentum we’ve achieved in the last couple of years.”