Arla hands 5m Cravendale to W&K

Arla Foods has moved its 5m account for Cravendale milk into Wieden & Kennedy from DDB London. The move comes just weeks after it appointed W&K to handle the 15m Lurpak butter account.

Arla Foods has moved its £5m account for Cravendale milk into Wieden & Kennedy from DDB London. The move comes just weeks after it appointed W&K to handle the £15m Lurpak butter account.

The milk brand was not part of the initial, eight-month-long review, which began after the departure of head of marketing Hanne Sondergaard last year. It is understood that Arla was keen to consolidate the business into one agency.

The move is the final part of a complete review of Arla’s agency roster. In June, it reappointed Clemmow Hornby Inge (CHI) to the £7m Anchor business following a pitch against W&K and DDB.

The Swedish dairy company has traditionally had long relationships with its ad agencies. CHI won Anchor from WCRS in March 2003 with a brief to raise the butter’s profile as a traditional and healthy product. WCRS had held the account for four years, with previous incumbent Saatchi & Saatchi overseeing the business for 14 years.

DDB was appointed to handle Lurpack in 1993, strengthening its hold on the Arla roster when it won Cravendale five years later. Last year, the agency axed the animated trombonist, Douglas, who fronted Lurpak’s ads for two decades in favour of a young Danish woman called Maria.

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