An undisclosed number of agencies have been approached with a brief to develop a campaign for the Cadbury desserts, including Dairy Milk and Caramel. The business, which is estimated to be worth £2, will be predominantly print and press, with the possibility of a small television spend.
TBWA\London, which handles the Muller account, has declined to pitch, as it would place it in conflict with the Masterfoods business it won from Grey last year.
Muller took over the sales, marketing and distribution of Cadbury's chilled desserts in April 2004. The duties were previously held by the convenience food group Uniq, which continues to manufacture Cadbury's desserts.
TBWA won the £14m Muller account in October 2004 after a pitch involving Abbott Mead Vickers BBDO, HHCL/Red Cell and M&C Saatchi. The incumbent, Publicis, was not invited to repitch.
Muller's current advertising, its first from TBWA, aims to strengthen its brand with a television, print and outdoor campaign that advertises the attraction of leading "a Muller life". The campaign is a marked shift away from previous product-led advertising.
Earlier this month, Muller launched a low-fat variant of its best-selling Corner brand, announcing a doubling to £6m for its marketing support of the range this year. A campaign launching the new line is expected from TBWA next month.
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