WCRS is understood to have won the £3m advertising business for Kerrygold Pure Irish Butter. The agency beat Leo Burnett and Farm to win the account.
The dairy company had worked with DFGW on a project basis since 2004. The agency declined to repitch for the business.
It is thought that WCRS will handle advertising across the company’s range of butter but it is not known when the first work will break.
Earlier this summer, the company launched Kerrygold Lighter Softer Butter as part of a strategy to introduce healthier products. The launch was supported by a TV campaign as well as money-off vouchers and sampling.