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.