NEWS: Unigate hires DMB&B for ads return

D’Arcy Masius Benton and Bowles has been hired by Unigate Dairies to create its first ads since Boase Massimi Pollitt’s famous ‘Watch out, Humphrey’s about’ campaign in the 70s.

D’Arcy Masius Benton and Bowles has been hired by Unigate Dairies to

create its first ads since Boase Massimi Pollitt’s famous ‘Watch out,

Humphrey’s about’ campaign in the 70s.



DMB&B and its media affiliate, the Media Centre, have been briefed to

create TV and radio advertising to help the dairy fight back against the

decline in doorstep deliveries, which are still dwindling by 17 per cent

a year.



John Farrell, the chairman of DMB&B, said: ‘The milkman is a great

British tradition that we should try to preserve. This account gives us

a good opportunity to stretch the creative imagination.’



The campaign is unlikely to herald the return of the invisible Humphrey

character, whose presence was indicated by a pink and white striped

straw through which milk mysteriously disappeared.



John Asdell, the retail development director at Unigate Dairies,

commented: ‘This advertising campaign provides an exciting opportunity

for Unigate, and is a clear confirmation of our commitment to our

doorstep business.’



Although it has not advertised for many years, Unigate has been active

in marketing its services, mostly through promotions and tie-ups with

newspaper deliveries. The company has been badly hit by competition from

supermarkets, where pints cost as much as 15p less.



Asdell was not available to comment on why Unigate has decided to

advertise separately rather than join other milk producers, who devised

a joint campaign through BMP DDB Needham last year in conjunction with

the National Dairy Council.



DMB&B won the account without a formal pitch. The agency already works

for the parent company, Unigate, on the St Ivel account, which includes

brands such as Gold and Utterly Butterly.