Commerce agency Salt XC has won new work with Toyota and an expanded remit with existing client Kraft Heinz, further driving the agency’s organic growth.

With Toyota, the agency has won the automaker’s partnership, sponsorship and experiential business. It is also being tapped to deliver experiential opportunities to help the brand more deeply engage its consumers and heighten its presence.

Kraft Heinz, meanwhile, is again expanding its relationship with the commerce agency by adding omnichannel marketing to its remit. This will include developing and producing trade and omnichannel programs for the company’s brands, including both single- and multi-brand efforts and smaller scale projects.

This is the latest development in the partnership between the CPG giant and the commerce agency, which have been working together for several years through in-house agency The Kitchen, the success and proliferation of which, in part, drove the agency to expand into Chicago.

“As we developed our future vision for omnichannel in 2023 and beyond, we recognized an opportunity to enhance our creativity and accelerate our journey towards being the best in omnichannel marketing,” says Richard Berhman, Canada team lead of omnichannel, trade marketing and partnerships with Kraft Heinz. “We are absolutely thrilled to have our trusted partners at Salt XC lead on this exciting opportunity. By adding these services to their portfolio, we are streamlining our agency relationships and ensuring a cohesive approach to our marketing efforts.”

In support of the agency’s shopper and omnichannel work, it has made several key additions over the past few months. Meagan Younger has been named the agency’s managing director of shopper marketing and strategy, while Stephanie Wilson has been named account director leading its shopper team. Mike Mallory has been hired as group head of automotive, as well.

The agency has also added Brittany Niblett as account executive, Samantha Tomsett as account supervisor and Sheldon Sam as senior producer to support the new work.