Lion Dairy & Drinks has handed the advertising account for its cheese brands Tasmanian Heritage, South Cape and Coon to McCann Sydney following a four-way pitch.
McCann pitched against the cheese brands incumbent agency BMF, Lion’s other creative partner AJF Partnership and a fourth agency to win the account and begins work immediately on Lion’s three key cheese brands across both specialty and everyday cheese.
McCann won the account due to the depth of the strategic thinking and creative execution presented in the pitch. The agency’s main brief is to drive brand awareness and growth along with supporting product innovation.
Lion Dairy & Drinks Marketing & Innovation Director Charmaine England said: “We are focused on continuing to grow our brands and I look forward to working closely with McCann to further differentiate and develop Tasmanian Heritage, South Cape and Coon as market leaders.”
McCann Sydney Managing Director Ashley Farr added: “We are thrilled to welcome three of Australia’s most popular cheese brands into the McCann fold. This win is a testament to the first-rate calibre of strategic, creative and digital talent that makes up the new McCann.”
The first Lion Dairy & Drinks campaign from McCann will launch into market in October.