Muller set to appoint TBWA following pitch

Muller, the yoghurt and dessert manufacturer, is expected to confirm the appointment of TBWA\London to its £14 million account this week.

The account move follows a four-month pitch involving four agencies: Abbott Mead Vickers BBDO, HHCL/Red Cell, M&C Saatchi and TBWA. HHCL was ruled out of the running two weeks ago.

Publicis, the incumbent on the business for the past five years, was not invited to repitch for the account.

The pitch was run by The Haystack Group and led by the Muller Dairy managing director, Andrew Harrison, who had been widely expected to move the account since his arrival at the company earlier this year.

Publicis' work on Muller has included the creation of the Muller Love brand campaign, which included sponsorship of the TV show Blind Date.

TV executions included a spot for its Mullerlight brand, which featured a couple plotting to join the "mile-high club". The second execution shows the boyfriend locked out of his hotel room.

Muller's Mullerlight brand is involved in a tie-up with the new Bridget Jones film and the brand is encouraging consumers to have a "Bridget Jones moment".

Consumers purchasing a pot of Mullerlight can text the best-before date on the lid to receive a Bridget Jones dilemma to respond to, as well as being entered into a competition. The initiative is backed by a TV, bus-sides and press campaign.

Media for the brand remains with ZenithOptimedia in the UK. TBWA\London was unavailable for comment.

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