Dairy Crest appoints Universal McCann to handle media

Dairy Crest, owner of the Country Life and Dairy Crest brands, has appointed Universal McCann to handle its media planning and buying account following a pitch.

John Lydon in country life advert

The agency won the business after a three-way shootout understood to have to have involved incumbent John Ayling & Associates and PHD. Paul Fraser, the company’s marketing director led the pitch.

The Interpublic Group owned agency will handle media across Dairy Crest’s portfolio of brands, which also include St Ivel and Utterly Butterly.

Last year, the dairy firm launched a major multimedia push for Country Life with a campaign starring ex-Sex Pistol John Lydon.

The “Great British Butter” campaign, created by Grey London, helped boost sales of the butter brand by 85% last year.

County Life has also sponsored TV channel Blighty for its first two weeks on-air while Utterly Butterly recently signed a deal with ITV to sponsor “Do the funniest things…” series of shows on ITV1.

John Alying & Associates had handled the media planning and buying duties for seven years.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now