Arla Foods tipped to award AMV BBDO branding task

Arla Foods is tipped to appoint Abbott Mead Vickers BBDO to create a pan-European branding campaign.

Arla Foods

It comes as the FMCG company moves to create a stronger on-pack presence of the Arla brand name on its existing range of products in the UK, emulating the strategy in Europe.

AMV BBDO went up against Saatchi & Saatchi. McCann Erickson, DDB and Wieden & Kennedy – the incumbent on Arla’s Cravendale and Lurpak brands – were knocked out at an earlier stage of the pitch process.

Meanwhile last month Wieden & Kennedy won the advertising account for Arla’s milk brand Lactofree. It pitched against Euro RSCG, Beattie McGuinness Bungay and Karmarama. A new ad campaign is expected to be unveiled early next year.

In February, Arla launched a television ad for Lurpak as part of a £12m marketing campaign pitting it against Dairy Crest’s Country Life brand.

In other recent marketing activity, Arla’s butter brand Anchor underwent a £10m relaunch in 2007. It was repositioned as the UK’s only free-range butter.

An Arla Foods spokesperson would not confirm AMV BBDO’s appointment and says it is yet to make a decision.

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