The marketing director of the Anchor dairy range, Jaspal Chada, is to join Premier International Foods, following the launch of the brand’s joint venture with Arla Foods – the maker of Lurpak butter.
The restructure will also see Anchor’s media buyer Zenith Media lose its £1.6m business to Carat, which handles media for Arla. However, advertising for Anchor and Lurpak, which is handled by WCRS and BMP DDB respectively, will not be affected.
In his role as general manager, Chada will be responsible for the marketing of Typhoo, Cadbury’s drinks and London Fruit & Beverages and will also assume broader management responsibilities.
Last year, New Zealand Milk (NZM) – the parent company of Anchor – and Arla took the dairy industry by surprise when they announced plans to form a joint venture with their leading butter brands (MW November 1, 2001). NZM managing director Simon Tuckey, an ex-United Biscuits marketing director, left the company earlier this year as a result of the venture (MW November 8, 2001).
Under the new structure, Arla Foods marketing director Hanne Sondergaard will oversee the joint venture and also cover the business unit controller role for Anchor – the top marketing position for the brand. Vanessa Smith will oversee marketing on the Lurpak brand.