DFGW scoops £3m Nutricia baby food ad business in three-way pitch

Baby food manufacturer Nutricia has appointed Duckworth Finn Grubb Waters (DFGW) to its &£3m advertising business.

DFGW beat AMV Advance and Miles Calcraft Briginshaw Duffy to the account. Incumbent Abbott Mead Vickers.BBDO (AMV) resigned the account after 21 years.

It is believed that AMV was not happy with Nutricia’s advertising budget. PHD, the media buyer for the Nutricia baby food range, is unaffected by the review. The pitch was arranged through the AAR.

According to AC Nielsen, the company spent just &£990,000 on advertising its baby food, which includes Cow & Gate, Mulipa, and Forward Baby Milk. However the company plans a series of product launches and has upped the advertising spend to &£3m.

To support this activity, it has briefed DFGW to create an advertising campaign, which will reposition and redefine the brands. Last year, it launched an organic range to complement its traditional products.

Nutricia is part of the Netherlands-based holding company Koninklijke Numico. Nutricia is also the manufacturer of consumer products such as chocolate milk, yoghurt products and sport drinks, through the Nutricia Dairy & Drinks Group.

In January, John Ayling & Associates was appointed to handle the &£750,000 media planning and buying for Nutricia’s NutriPlus products (MW January 31).

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