Grey has become the sole creative agency on Dairy Crest’s entire &£8.5m account following a four-way pitch for its leading brands.
Grey is believed to have beaten Duckworth Finn Grubb Waters, Bates UK and one other agency in a pitch for accounts including Clover and Willow dairy spreads and Frijj milk drinks. Dairy Crest would not confirm the shortlist.
Dairy Crest pulled its creative account out of Rainey Kelly Campbell Roalfe/Y&R last year, claiming client conflict with Danone UK (MW December 2, 1999).
The announcement was made after The Media Edge – Rainey’s media arm – won the planning account for Danone UK’s dairy business.
Grey already handled Dairy Crest’s Cathedral City Cheese after winning it from Mellors Reay & Partners two years ago (MW August 20, 1998). The dairy company spent &£1.5m on advertising the product for the year to June 1999, according to AC Nielsen MEAL.
Dairy Crest marketing director Belinda Gooding says: “Grey’s strategic thinking demonstrated a thorough understanding of our business direction.”
Dairy Crest’s media is bought by John Ayling & Associates. No announcement has been made about a media review.