Leo Burnett and DMB&B are preparing to do battle for supremacy on
Unigate’s margarines and spreads account, following the dairy giant’s
pounds 77 million acquisition of Vitalite and Golden Churn from Kraft
Media buying is also due to come under scrutiny, with BMP Solutions in
Media lining up against Zenith Media for the combined pounds 10 million-
DMB&B holds Unigate’s pounds 7.5 million St Ivel business, which
encompasses brands including Gold, Shape and Utterly Butterly, and the
pounds 2 million Unigate Dairies account. All media is through BMP
Solutions in Media.
Burnetts is the agency of record for Vitalite and Golden Churn, which
spent pounds 3 million last year through Zenith. The two brands will be
relaunched, with an increased ad budget, under the St Ivel brand.
A Unigate spokeswoman commented: ‘A full review of our advertising
requirements will be undertaken within the next six months. There will
be no quick decisions.’
Unigate is planning to extend the former Kraft brands into new sectors.
Vitalite and Golden Churn could end up in direct competition with their
former stablemates, Dairylea and Philadelphia.
Steve Gatfield, the chief executive of Burnetts, said: ‘Kraft kept us
informed all along. We want to continue to work on Vitalite and Golden
Churn, and we would hope to be able to talk to Unigate.’
DMB&B’s group chairman, John Farrell, said: ‘As a client’s business
grows, we would always hope to build our success with their success. But
it is better to wait than to presume things.’