St Ivel has handed its &£10m yogurts and desserts advertising account, including low-fat brand Shape, to HHCL & Partners.
The agency picked up the business after a pitch against Abbott Mead Vickers.BBDO. Incumbent D’Arcy decided not to repitch after discovering the account was under review.
St Ivel is increasing the budget four-fold, with aboveand below-the-line activity breaking in the next few months. Shape’s yogurts and desserts marketing director David Hall oversaw the pitch.
BMP Solutions in Media will continue to handle media for Shape.
Hall says: “The appointment of HHCL reflects the importance of the Shape brand to Uniq [St Ivel’s parent company]. This category is crying out for some great creative work to stimulate the market and I’m confident we will deliver this with HHCL.”
The brand was relaunched in February last year with a &£5m TV advertising blitz, which repositioned the brand as a full-taste product. New dessert products and the first low-fat trifle were launched at the same time.
St Ivel moved its &£9m yellow-fats business out of D’Arcy and into AMV last year (MW November 16). The yellow-fat brands affected were St Ivel Gold, Utterly Butterly, Golden Churn and Vitalite.
AMV also launched St Ivel’s &£3.5m olive-based spread, Carapelli last September.