Arla reviews £4m below-the-line account

Arla Foods, the UK’s biggest milk and cream supplier, is reviewing its £4m below-the-line account as part of a global supplier review. BD Network, the incumbent agency for Anchor, Lurpak and Cravendale brands, is understood to be involved.

Arla Foods, the UK’s biggest milk and cream supplier, is reviewing its &£4m below-the-line account as part of a global supplier review. BD Network, the incumbent agency for Anchor, Lurpak and Cravendale brands, is understood to be involved.

The review is expected to take four months and will cover the company’s full portfolio of brands, which includes CafeMet flavoured drinks, Rosenborg Blue cheese and Harmonie Organic.

Arla is talking to agencies and plans to draw up a shortlist of three agencies in addition to BD Network.

It is not known whether the global supplier review will affect its above-the-line agencies, Clemmow Hornby Inge and DDB London, or its media agency, Carat. CHI won the &£4m advertising account for Anchor last summer after it was reviewed out of WCRS (MW June 5, 2003).

The decision to review follows last year’s merger with Express Dairies, the former dairy arm of Northern Foods. The enlarged company has been renamed Arla Foods UK and is determined to be the UK’s leading dairy company.

Arla already supplies milk to Tesco and Morrison under its own brand and for private labels. Arla is also is the sole supplier of milk to Asda. It accounts for 25 per cent of the milk market in England and Wales.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here