Grey nets £20m Novartis’ Aviva

Novartis Consumer Health has appointed Grey Advertising to launch a new functional foods brand across Europe with a &£20m campaign. Grey pitched against TBWA Worldwide for the creative account, although it is unclear if other agencies were involved. The consumer brand division of the Swiss pharmaceutical giant has also appointed CIA Medianetwork and Grey-owned Joshua to handle the media and below-the-line accounts respectively. The food range, called Aviva, will launch in the UK and Switzerland in October and roll out across Europe by the end of 2001 (MW July 22). Functional foods contain vitamins, minerals or enzymes to give health benefits. The Aviva range will include drinks, biscuits, breakfast cereals and snack bars. Healthy People, a Grey-owned agency in Germany which specialises in health-related campaigns, will act as lead agency, working with other Grey agencies on local campaigns across Europe. Alastair Paton, marketing director at Novartis Consumer Health, says the pan-European account could be worth more than &£20m, although he refuses to give a precise figure. The global functional food market has mushroomed recently into a &£6.5bn industry and could be worth &£15bn by 2002, according to Novartis. Johnson & Johnson has launched Benecol, a margarine which claims to lower cholesterol intake and Nestlé has unveiled a range of products, LC1, designed to help digestion. Unilever is believed to be preparing its own functional food ranges.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here