It follows Dairy Crest’s decision to sell its 49% stake in Yoplait Dairy Crest to Yoplait for £63.5m in March this year.
Publicis is already an incumbent on the Yoplait business in other markets. The agency’s Paris office is now expected to take over the UK account.
It is understood that McCann Erickson, which has worked on the account for over ten years, will finish up at the end of the month.
The agency has worked on a number of major campaigns over the years, including the campaign starring the “little French girl” Marine for the Petits Filous brand (pictured); the Petits Frubes “Rip Their head off” campaign; and the Yop “Gimme Yop Me Mamma” TV ads.
Yoplait is expected to look to increase its media investment into TV advertising. It currently spends an estimated £5m a year on the Petit Filous brand and £2m on Petits Frubes.
One source close to the business says its focus in the UK has been the youth market, but it may soon look to launch new product ranges aimed at the adult sector which are already popular in France. They include the fromage frais dessert Perle De Lait and its Calin brand.
None of the parties were available for comment at time of writing.