Isobel set to win Milk Link advertising brief

Isobel, the agency set up by a former management team at Banks Hoggins O’Shea/FCB, is tipped to win the advertising account for dairy farm co-operative Milk Link. The pitch was handled through the AAR and it is understood that Mustoes was also on the final shortlist.

Milk Link wants an agency to work on a project basis to help it develop as a major producer of milk-based products. The co-operative’s first step into this area is with long-life brand Moo, which was launched earlier this month.

Milk Link recently appointed digital agency E3 Media to create a consumer website as part of a push behind the Moo brand. The co-operative, which represents 2,400 dairy farmers, handles milk marketing and milk processing and wants to develop the commercial interests of its members by targeting consumers as well as major retailers.

It has been building up its processing arm, which makes a range of dairy products such as soft cheeses and milk powders, with a number of acquisitions. This week it acquired Irish dairy processor Glanbia as part of a joint venture. It has also recently acquired two other processors, Newlands Farm and Peninsula Milk Processors.

Milk Link was set up following the dissolution of Milk Marque, the successor to the Milk Marketing Board, in 2000.

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