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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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