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.