NEWS: Unigate Kraft decision triggers agency battle

Leo Burnett and DMB&B are preparing to do battle for supremacy on Unigate’s margarines and spreads account, following the dairy giant’s pounds 77 million acquisition of Vitalite and Golden Churn from Kraft this week.

Leo Burnett and DMB&B are preparing to do battle for supremacy on

Unigate’s margarines and spreads account, following the dairy giant’s

pounds 77 million acquisition of Vitalite and Golden Churn from Kraft

this week.



Media buying is also due to come under scrutiny, with BMP Solutions in

Media lining up against Zenith Media for the combined pounds 10 million-

plus account.



DMB&B holds Unigate’s pounds 7.5 million St Ivel business, which

encompasses brands including Gold, Shape and Utterly Butterly, and the

pounds 2 million Unigate Dairies account. All media is through BMP

Solutions in Media.



Burnetts is the agency of record for Vitalite and Golden Churn, which

spent pounds 3 million last year through Zenith. The two brands will be

relaunched, with an increased ad budget, under the St Ivel brand.



A Unigate spokeswoman commented: ‘A full review of our advertising

requirements will be undertaken within the next six months. There will

be no quick decisions.’



Unigate is planning to extend the former Kraft brands into new sectors.

Vitalite and Golden Churn could end up in direct competition with their

former stablemates, Dairylea and Philadelphia.



Steve Gatfield, the chief executive of Burnetts, said: ‘Kraft kept us

informed all along. We want to continue to work on Vitalite and Golden

Churn, and we would hope to be able to talk to Unigate.’



DMB&B’s group chairman, John Farrell, said: ‘As a client’s business

grows, we would always hope to build our success with their success. But

it is better to wait than to presume things.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).