Young & Rubicam has scooped Danone’s Amoy Chinese food account, worth about 4m in the first year.
Y&R will handle a TV and press campaign in the autumn to move the niche brand into the mainstream ethnic foods consumer market and take on Sharwoods.
The agency will handle the launch of a new range of noodle sauces and frozen Dim Sum meals. It will also produce work for the company’s range of noodles, canned vegetables and fruit.
Amoy products are made in the Far East.
Amoy Foods Europe will distribute the Dim Sum range. BE International distributes Amoy sauces. Both companies are owned by Groupe Danone.
Y&R also handles Danone subsidiary HP Foods’ brands.
According to Amoy Foods Europe general manager Ralph Abrams: “Amoy has more than 60 ambient products in large supermarkets. Y&R’s campaign will build consumer awareness of these.”
Danone has also appointed LVB to handle sales promotion work on the campaign.