Vallance Carruthers Coleman Priest has snatched the £4m advertising account for Müller Rice to add to its recent Müller Corner win.
The agency pitched against TBWALondon for the Müller Rice account and the win sees VCCP strengthening its grasp on Müller business.
The agency was handed the advertising account for the 18-variety Müller Corner yoghurt business in early January.
TBWA won the combined Müller account in 2004 after a pitch against M&C Saatchi, Abbott Mead Vickers BBDO and the now defunct HHCL/Red Cell. The pitch was led by then TBWA marketing director Andrew Harrison.
Harrison is now chief executive of the RadioCentre. Müller Dairy’s marketing team is currently headed by marketing director Chris McDonough.
TBWA will continue as the lead strategic communications partner for the rest of the Müller business. The agency has created a number of key campaigns for Müller and helped develop the masterbrand strapline “Lead a Müller life”. Last year it created a television campaign for Müller Rice to reinforce the product’s credentials as a low-fat snack.
The ads featured a traveller sent to Japan and the Ukraine to find a snack “as tasty and low in fat” as Müller Rice.
Mediacom holds the planning and buying account for Müller.