Arla Foods appoints Life to handle dairy brands

Arla Foods has appointed Birmingham-based agency Life to handle through-the-line briefs for three of its dairy brands. It follows a four-way pitch for the Cravendale milk brand.

The agency beat Hicklin Slade and incumbents Carlson Marketing and BD Network to win the account. It will now also work on Lactofree, a milk alternative, and CafÈ Met, a chilled coffee drink.

Life was launched earlier this month by David Poole and Ian Humphris, who were both previously directors of Birmingham agency The Marketing Store (TMS), but left in November 2007. The agency is already working with Mars and pizza brand Chicago Town, both former TMS clients.

Poole and Humphris were joined at the break-away agency by Mel Herbert, client services director from TMS sister agency Boxer.

Arla, which is based in Scandinavia, also works with CHI & Partners, which handles the Anchor brand, and Wieden & Kennedy, which creates the advertising for Cravendale.

Latest from Marketing Week

Hack your commute: Digitise your paper documents


Are you someone who prefers making handwritten notes to smartphone memos? Someone who believes the best way to read something with due consideration is to have it printed out so you can make notes in the margins? Someone who needs to make mark-ups on proofs on a regular basis? If so, on more than one […]


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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