Farm scores double hit with health club and bio drink wins

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, 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

work.



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.



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