Dairy Farmers of Britain (DFB), the dairy farmers co-operative, has appointed Walker Media to handle its media planning and buying, without a pitch.
The appointment is part of DFB’s strategy to strengthen marketing and advertising across its portfolio of brands this year. It is also currently reviewing its creative advertising (MW May 25). DFB has not previously worked with agencies on a retained basis.
The co-operative’s brands include Somerset Brie and the Farmers Best range, as well as a number of “local” products such as Definitely Cheshire Milk. It is also in the process of launching a low-fat probiotic yoghurt drink aimed at teenagers called Wotz In It 4 Me. It was launched last month across schools in the North-east and North Yorkshire, and is thought to be a key brand.
DFB marketing director Mike Cohen, who joined from Premier Foods-owned brand Quorn earlier this month, says that the agency will strengthen its strategic planning capabilities and will play a “significant” role in growing awareness of the DFB brand.
The co-operative was set-up in 2002 after the merger of co-operatives Zenith Milk and The Milk Group. It currently has over 3,000 member farms and produces over 600 different product lines.
Sam Hale, account director at Walker Media, says: “This is a great addition to our growing packaged goods client base. We are looking forward to making a significant contribution to the development of DFB’s brands.”