Veetee ‘Turns Up The Fluff’ And Appoints Engage To Steam Ahead With Its Digital Strategy

Digital agency Engage has partnered with one of the UK’s largest rice suppliers to the retail market, Veetee to deliver a new website and digital marketing strategy.

Veetee originally approached Engage to refresh its digital presence with a new ecommerce website, and support its online growth with creative social media content and paid advertising on search and social.

The new strategy forms part of Veetee’s 12-month plans to innovate and grow the business including exciting new product launches to diversify the ranges, and bold campaigns including one launched this month with comedian Katherine Ryan.

Veetee has also partnered with The Cirkle Partnership and Circle Agency to manage external and internal PR, and experiential and influencer outreach respectively.

“We’re now looking to explode the rice category in the UK with the help of Engage and our other agency partners,” commented James Brett, Director of Consumer and Customer Marketing at Veetee. “We have a raft of innovation in the pipeline, plus plans to diversify the brand into evolving segments to address the macro trends around food waste, convenience and health & nutrition.

“2021 will be a complete reintroduction of the Veetee brand to the nation. With a fresh and relevant creative platform, we’ll be unleashing a modern and humorous campaign that perfectly demonstrates the versatility and quality of Veetee’s rice and grains.

“We’ve been really impressed by the creativity and dynamism of Engage and we’re looking forward to collaborating with the team to see how their expertise supports our growth plans.”

Veetee is an entrepreneurial, family-owned rice and grains business, founded by visionary Moni Varma. The story began when Moni took inspiration from various family-run rice farms across India to set up a North London footprint in 1987, and began selling rice to rice-loving Brits nationwide.

With a turnover today in excess of £120m, Veetee has always had a vision to deliver simple, delicious and nutritious rice and grains. The business’ rapid growth over the years is thanks to its passionate team of 320 talented individuals across Europe, North America and India.

Dom Mernock, Director at Engage, said: "Veetee is a fantastic brand to partner with and we’re looking forward to seeing the impact our work has on their ongoing growth plans. We’ve developed a strategy which challenges and builds the Veetee brand online, including the roll-out of a new best-in-class website. With a focus on social media content and paid advertising, we will be working to secure maximum visibility online and ensure that we move Veetee to the front of consumers’ minds when they do their weekly shop."

This latest partnership follows the news that Engage has become a certified B Corporation and as part of this, the agency is committed to partnering with other ethically minded companies. As an ethical organisation which ensures its products are responsibly sourced, sustainably produced, and ecologically packed, Veetee joins other companies working towards sustainable goals including Bettys & Taylors and Harrison Spinks who have partnered with Engage.