St Ivel hands pounds 1.5m launch to Mitchell Patterson off roster

St Ivel has stepped beyond its main roster agencies to award the pounds 1.5 million launch of a new cheese brand to Mitchell Patterson Grime Mitchell.

St Ivel has stepped beyond its main roster agencies to award the

pounds 1.5 million launch of a new cheese brand to Mitchell Patterson

Grime Mitchell.



It is the agency’s first product assignment from St Ivel whose four-year

relationship with the company had previously been confined to new

product development.



DMB&B and Leo Burnett are both understood to have been asked to respond

to the brief to provide the first advertising support for St Ivel’s

branded cheddar range, Mr Wilsons. The appointment is the precursor of a

TV test campaign due in January.



It marks a further intensification of activity in the branded cheese

market, dominated by Churnton and Dairy Crest’s Cathedral City,

following a long period when it was either static or in decline.



The latest to enter the fray has been Dairygold which appointed Travis

Sennett Sully Ross to handle creative work on Horlicks Farms Somerset

Cheddar (Campaign, 5 June).



Ed Roberts, St Ivel’s marketing planning controller, cited Mitchell

Patterson’s ’expertise and enthusiasm’ as the reason for the agency’s

appointment.



Media buying will be handled by BMP Solutions in Media.



For Mitchell Patterson, the assignment follows a number of false starts

with St Ivel after it produced launch plans for juice and yoghurt

products only to see them aborted. Roddy Kemp, a Mitchell Patterson

director, said: ’Mr Wilson is coming out very well in taste tests. It’s

a competitive product.’



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