Carman’s Kitchen has appointed Kill Boring Dead (KBD) as its new social-first creative agency.

This partnership is expected to ignite Carman’s “already strong” brand presence, bringing bold, creative content, organic growth, UGC, and paid support to engage with the growing audience.

The collaboration is said to be built on Carman’s commitment to “quality, innovation, and a relentless passion for food that fuels”.

KBD was selected for its proven track record of challenging the status quo in the FMCG space.

“We wanted to partner with an agency that would challenge us and elevate our social presence,” says Carman’s Kitchen founder and CEO Carolyn Creswell.

“KBD impressed us from the very first meeting with their unique approach to creativity and deep expertise across different channels.

“As two brands built on innovation, attention to detail, and passion for what we do, this partnership feels like such a natural fit. We couldn’t be more excited for what we’re going to make together.”

KBD CEO Marcus Willis says partnering with Carman’s is one of those “rare, delicious moments where everything just clicks”.  

“They’re not just one of Australia’s most iconic brands, but they’ve also got something that most big brands don’t: an unshakable hunger for creativity,” he says.

“They didn’t come to us for business as usual. They came to kill boring. And they meant it. We’re excited to see where this partnership goes. Early signs point to not boring.”

The remit will span across social-first creative initiatives, including content production, influencer marketing, UGC campaigns, and paid social strategies, all designed to build “momentum, foster community, and further solidify Carman’s place as the go-to health food brand for Australians”.

Carman’s is stocked in over 35 countries and says it has become a household name known for its nourishing snacks and pantry staples made with real ingredients.