Farm, the consultancy set up by Paul Jeffrey and Robert Smith from
Partners BDDH and the former political lobbyist, Derek Draper, has won
the UK launch task for ProViva, a Swedish fruit-based health drink
seeking to position itself as a rival to Yakult.
Farm, which operates on a project-by-project basis, has created a brand
positioning and above-the-line UK launch campaign. The work breaks at
the end of next month, and includes poster, press and possibly radio
Media will be handed by John Ayling & Associates, and final budgets have
yet to be determined.
ProViva is a fruit juice product with an active bioculture, which will
go up against established brands including Actimel and Yakult. Unlike
its competitors, ProViva comes in litre containers.
Farm’s advertising will have a male bias to differentiate it from its
rivals. Jeffrey said: ’Other brands focus on the housewife. We’re aiming
for a unisex approach.’
The agency has also been hired to develop brand positioning and
advertising for the upmarket health club chain, Esporta. That work is
expected to break in April.
The client, Mike Berger-North, is the former marketing director of
Savacentre, and knew Jeffrey and Smith when they were at Partners BDDH.