D’Arcy Masius Benton and Bowles has been hired by Unigate Dairies to
create its first ads since Boase Massimi Pollitt’s famous ‘Watch out,
Humphrey’s about’ campaign in the 70s.
DMB&B and its media affiliate, the Media Centre, have been briefed to
create TV and radio advertising to help the dairy fight back against the
decline in doorstep deliveries, which are still dwindling by 17 per cent
John Farrell, the chairman of DMB&B, said: ‘The milkman is a great
British tradition that we should try to preserve. This account gives us
a good opportunity to stretch the creative imagination.’
The campaign is unlikely to herald the return of the invisible Humphrey
character, whose presence was indicated by a pink and white striped
straw through which milk mysteriously disappeared.
John Asdell, the retail development director at Unigate Dairies,
commented: ‘This advertising campaign provides an exciting opportunity
for Unigate, and is a clear confirmation of our commitment to our
Although it has not advertised for many years, Unigate has been active
in marketing its services, mostly through promotions and tie-ups with
newspaper deliveries. The company has been badly hit by competition from
supermarkets, where pints cost as much as 15p less.
Asdell was not available to comment on why Unigate has decided to
advertise separately rather than join other milk producers, who devised
a joint campaign through BMP DDB Needham last year in conjunction with
the National Dairy Council.
DMB&B won the account without a formal pitch. The agency already works
for the parent company, Unigate, on the St Ivel account, which includes
brands such as Gold and Utterly Butterly.