St Ivel supremo quits to head own-label food firm

St Ivel’s commercial managing director, Mike Hodgson, is leaving to become a managing director of own-brand food manufacturer Greencore.

Hodgson, who has been at the company for 15 years, was in charge of the marketing department and was responsible for Shape’s relaunch this spring (MW March 21).

Hodgson assumed responsibility for marketing when the company made marketing director Tony Lucas redundant after six years (MW November 29, 2001). Earlier that year David Hall, the marketing director for Shape yogurt and desserts, also left the company.

St Ivel has switched advertising agencies on its Shape brand three times in the past two years. In 2000, the account moved from D’Arcy to Abbott Mead Vickers.BBDO. However, at the beginning of 2001 St Ivel handed the account to HHCL & Partners, but then ten months later handed it back to AMV.

Shape relaunched in March with a &£6m television campaign featuring women enduring uncomfortable miracle treatments to achieve weight loss. The ads end with the tagline, “Isn’t there a more enjoyable way to get into shape”.

Shape has also extended its range to include a bio-yogurt drink, fruit mousses and chocolate and toffee yogurts.

It is not known whether the company will replace Hodgson. St Ivel was unavailable for comment.

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