CHI secures Anchor as shops fight on

Clemmow Hornby Inge has retained the £7 million Anchor butter account in the ongoing £25 million Arla Foods review.

The appointment leaves DDB London and Wieden & Kennedy still pitching for Arla's Lurpak business, which DDB has held since 1993. Both agencies have been asked to present more ideas.

A spokeswoman for Arla said the company's Cravendale milk brand, which has been with DDB London since 1998, was not included in the original pitch. However, a source close to the business says advertising duties for Cravendale will be decided once the Lurpak pitch has been concluded.

This could see Arla splitting its business between three agencies, a move that would reverse the Danish dairy giant's decision to consolidate advertising duties for its brands within just one shop.

Arla kicked off its review in December last year following the departure of the head of marketing, Hanne Sondergaard, when Simon Stevens was named the UK marketing director in a management reshuffle.

CHI won the Anchor business from WCRS in 2003 with a brief to raise the butter's profile as a tradional, but healthy, product in a market increasingly dominated by lower-fat spreads.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published