Dairy Crest consolidates ad business for St Ivel brands

Dairy Crest has put its consolidated business, estimated to be worth £10 million, up for review following its acquisition of a number of brands from St Ivel.

The pitch is being handled by the AAR. Abbott Mead Vickers BBDO and Grey Worldwide London are the incumbents on the accounts in question. The shortlist for the consolidated business has yet to emerge. It is expected to involve four agencies with the pitch taking place in the middle of December.

The St Ivel brands which have been added to Dairy Crest's portfolio include Utterly Butterly, Vitalite and St Ivel Gold. Dairy Crest already uses the St Ivel brand for cheeses, having acquired the licensing rights two years ago.

Grey is the lead agency for Dairy Crest, handling Clover, Cathedral City cheese and the milk drink Frijj. AMV has all the company's new brands.

Richard Tolley, the Dairy Crest marketing director, is believed to favour having all the business within one agency.

St Ivel spent £3.5 million promoting Utterly Butterly during the past year but has not given advertising support to its other brands. Dairy Crest put almost £2 million behind its brands during the same period.

Dairy Crest claims to be the second-largest spreads business in the UK behind Unilever Bestfoods, the manufacturer of Utterly Butterly's most significant rival, I Can't Believe It's Not Butter.

Grey's most recent new work for Dairy Crest was last month's £2.5 million launch campaign for Argento, an olive oil spread.

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