BMP DDB in Harmonie with organic food

MD Foods is to spend &£2m on a TV advertising campaign to support its Harmonie Organic range. The drive, created by BMP DDB with media through Carat, breaks on February 28 on ITV, Channel 4 and satellite channels. The ads feature animated characters Myrtle the cow and her owner Rosie. MD Foods organic product manager Laurent Ponty says: “The campaign is designed to communicate the benefits of organic dairy products and appeal to an emerging group of young consumers.” The company claims the Harmonie range – which includes butter, milk, cheese, yogurt, baby yogurt and fromage frais – is the first organic brand to advertise on UK TV. MD Foods has also launched a Website (www.harmonie.co.uk).