St Ivel has consolidated its entire spreads business into D’Arcy,
knocking Leo Burnett off its agency roster.
D’Arcy, which already handles the advertising for St Ivel and Utterly
Butterly, has been awarded the Vitalite and Golden Churn brands and will
begin working on both immediately. There was no formal pitch.
St Ivel intends to increase its spend on Vitalite and Golden Churn,
bringing D’Arcy’s total billings across the portfolio of brands to
pounds 9 million.
’We’ve restructured to make St Ivel spreads a separate business unit, so
it made sense to have one agency manage our portfolio of brands. D’Arcy
looked after the two biggest brands, so were the most obvious choice,’
Tony Lucas, the marketing director of St Ivel, said.
St Ivel bought the Vitalite and Golden Churn brands from Kraft in
The two brands were sold as part of a pounds 77 million deal that handed
Kraft Jacob Suchard’s European margarines and spreads business to
Unigate, St Ivel’s parent company.
D’Arcy was invited to pitch for the task at that time but the business
remained with Leo Burnett.
’It’s rewarding to be working across the whole St Ivel spreads
portfolio,’ Barry Cook, the managing director of D’Arcy, said.
Media planning and buying, which are handled through BMP Solutions in
Media, are unaffected.