We’re beyond excited to announce that Don’t Panic has been chosen as the new creative agency for Strong Roots following a hotly contested four-way pitch!
Beating out top-tier competition - including Mr President, Calling, and Impero - the pitch process was expertly managed by The Observatory International. Our new partnership with Strong Roots marks a bold step forward as we bring our impact-led creative approach to a brand that lives and breathes purpose.
A Shared Vision for Sustainability and Creativity
Strong Roots, a Certified B-Corp with sustainability at its heart, found in Don’t Panic a kindred spirit. Their VP of Marketing, Laura Smith, shared:
“We’re thrilled to partner with Don’t Panic, an agency whose values and creative vision strongly resonate with ours. Their impressive track record of delivering impact-led campaigns for purpose-driven brands demonstrates a genuine commitment to meaningful storytelling and sustainability.”
We couldn’t agree more. Strong Roots is a challenger brand that’s truly reshaping the frozen aisle - delivering fresh veg, frozen at source, that’s both good for people and the planet.
As Rick Dodds, our Creative Partner, put it:
“Strong Roots aligns perfectly with our values. Lizzie and her team have a fantastic appetite to create work that cuts through — and we can’t wait to get started.”
What’s Next?
We’re already rolling up our sleeves. First on the table: a standout campaign for Strong Roots’ beloved Sweet Potato Fries - currently ranked No.1 in the UK. Beyond that, we’re diving into a full brand strategy and campaign rollout set to launch early next year, running across three years.
The account will be led by Rick Dodds (Creative Partner) and Jane Marshall (Client and Commercial Partner). Meet more of the team on our People page.
A Landmark Win
This win not only expands our work with FMCG brands but further cements our commitment to values-led advertising. As we continue to shape campaigns with purpose, we’re honoured to work with visionary partners like Strong Roots.
Lucinda Peniston-Baines, Co-founder at The Observatory International, summed it up best:
“Don’t Panic demonstrated a passion for Strong Roots’ business underpinned by shared values, deep insight, and creative flair. I can’t wait to see how this partnership grows.”
Stay tuned - the freezer aisle is about to get a lot more interesting.