St Ivel has stepped beyond its main roster agencies to award the
pounds 1.5 million launch of a new cheese brand to Mitchell Patterson
It is the agency’s first product assignment from St Ivel whose four-year
relationship with the company had previously been confined to new
DMB&B and Leo Burnett are both understood to have been asked to respond
to the brief to provide the first advertising support for St Ivel’s
branded cheddar range, Mr Wilsons. The appointment is the precursor of a
TV test campaign due in January.
It marks a further intensification of activity in the branded cheese
market, dominated by Churnton and Dairy Crest’s Cathedral City,
following a long period when it was either static or in decline.
The latest to enter the fray has been Dairygold which appointed Travis
Sennett Sully Ross to handle creative work on Horlicks Farms Somerset
Cheddar (Campaign, 5 June).
Ed Roberts, St Ivel’s marketing planning controller, cited Mitchell
Patterson’s ’expertise and enthusiasm’ as the reason for the agency’s
Media buying will be handled by BMP Solutions in Media.
For Mitchell Patterson, the assignment follows a number of false starts
with St Ivel after it produced launch plans for juice and yoghurt
products only to see them aborted. Roddy Kemp, a Mitchell Patterson
director, said: ’Mr Wilson is coming out very well in taste tests. It’s
a competitive product.’