D’Arcy faces £2.5m St Ivel threat

St Ivel is reviewing its £2.5m yogurts and desserts advertising account which includes the low-fat brand, Shape.

St Ivel is reviewing its &£2.5m yogurts and desserts advertising account which includes the low-fat brand, Shape.

The account is currently handled by D’Arcy and it is not known whether it will repitch for the business.

It is likely that Abbott Mead Vickers.BBDO will be invited to pitch, following St Ivel’s decision to move its &£9m yellow fats business out of D’Arcy and into the agency earlier this month. The yellow fat brands affected were St Ivel Gold, Utterly Butterly, Golden Churn and Vitalite.

St Ivel had asked D’Arcy and AMV to produce ideas for the yellow fats brands before reviewing the business.

AMV launched St Ivel’s &£3.5m olive-based spread Carapelli in September. The spread, which is being supported by a national outdoor and postcard campaign, is aimed at professional women aged 25 to 44 and competes with rival Unilever’s Olivio.

The product came out of a joint venture between St Ivel and Italian group Carapelli Firenze, which produces an extra virgin olive oil on sale in UK supermarkets.

Shape was relaunched in February with a &£5m TV advertising campaign which repositioned the brand as a full-taste product.

New dessert products and the first low-fat trifle were launched at the same time.

BMP OMD currently handles media buying and planning for St Ivel.

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