M&C Saatchi is tipped to win the £2m advertising business for the range of chilled desserts MÃÂ¼ller Dairy sells and markets under licence from Cadbury.
MÃÂ¼ller approached a number of undisclosed agencies with a brief to develop a campaign for the Cadbury desserts, which include Caramel and Dairy Milk.
The project is thought to involve mainly print and press advertising, with the possibility of some television work.
TBWA/London, which handles the MÃÂ¼ller account, declined to pitch for the task because of a perceived conflict with the Masterfoods business that it won last year. TBWA won the £14m MÃÂ¼ller account in October last year (MW October 7, 2004), after a pitch against M&C Saatchi, HHCL/Red Cell and Abbott Mead Vickers.BBDO.
The sales, marketing and distribution responsibilities for Cadbury’s chilled desserts were previously handled by Uniq, the convenience food group. MÃÂ¼ller snatched the rights from Uniq, which continues to manufacture Cadbury’s desserts, last year (MW March 11, 2004).
The deal reinforced the position of MÃÂ¼ller as the UK’s leading dairy brand in the chilled dessert category and followed the appointment of Andrew Harrison as MÃÂ¼ller managing director (MW January 8, 2004). Earlier this month, MÃÂ¼ller doubled its spend for its Corner brand to £6m, when it launched a low-fat variant of the range.