Yoplait Dairy Crest appoints JAA to £1.5m media account

LONDON - Yoplait Dairy Crest has appointed John Ayling & Associates to handle its media planning and buying account.

The £1.5 million business moves from Universal McCann to JAA from

1 July.

Universal resigned the account after being awarded media for Nestle's yoghurt brands, Ski and Munch Bunch.

JAA won the Yoplait account without a pitch. It covers brands including

Petits Filous, Frubes, Yoplait Best There Is, Weight Watchers from Heinz

and Yop. JAA already handles the Dairy Crest account. Dairy Crest is a

co-owner of Yoplait Dairy Crest with Yoplait, which is owned by France's

largest milk co-operative Sodiaal.

Before appointing JAA, Yoplait held discussions with a number of other

media agencies. McCann-Erickson handles creative for Yoplait Dairy

Crest. This account is not being reviewed.

Recent advertising for Yoplait brands includes campaigns for Weight

Watchers from Heinz and Petits Filous. The bulk of Yoplait's spend is on

TV advertising.

JAA said that Yoplait Dairy Crest will spend around £3 million in

the next year. It faces strong competition from Nestle's newly acquired

brands after it bought Eden Vale from Muller.

Rob Stephens, JAA's joint managing director, said: "We are delighted to

be involved with a household name like Yoplait and to be working with

such an experienced and committed marketing team. Our appointment is, in part, an endorsement of the work we've done for Dairy Crest."