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.
