New ad campaign for St Ivel’s Shape yogurt and dessert range to break on 21st March

Abbott Mead Vickers.BBDO (AMV) has created its first advertising for St Ivel’s Shape yogurt and dessert range, since winning the business from HHCL & Partners at the end of last year.

The &£6m national television campaign, which breaks on Thursday 21 March 2002, features five executions showing women enduring uncomfortable ‘miracle’ treatments to get slim. The ads end with the tagline ‘Isn’t there a more enjoyable way to get into shape?’.

Last month Shape relaunched its range with new products and packaging (MW February 21). It has extended its range to include a bio-yogurt drink, fruit juice, mousses and chocolate and toffee yogurts. HHCL was dropped from the account after less than a year and AMV was handed the business without a pitch.

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