Danone lines up creative heavyweights for yogurt pitch

Damone is reviewing its global yogurt business according to a report in Campaign and has called what looks like a global heavyweight creative championship: adam&eveDDB, Mother London, BETC Paris and Droga5. About the only one left out is Wieden+Kennedy but it handles Greek yogurt Chobani in the US* Interestingly Droga5’s bid is said to be led by its still-on-the-runway London office.

Danone, whose brands include Activia and Actimel, is looking a bit old hat in the yogurt stakes as rivals have pushed a range of niche products such as Nestle’s Rachel’s. Various Y&R offices have handled Danone in the past.

BETC Paris should be the early favourite as big French companies usually like to appoint French agencies. BETC is owned by Havas so has access to its global network. It also handles Danone’s Evian and has earned numerous plaudits for its ‘Babies’ campaign (below). But adam&eve is now a global player – currently opening in New York to handle Samsung – while Mother also has a New York office and has emerged as IKEA’s lead agency.

It would be surprising if Droga5’s big New York office doesn’t play some part in the pitch. It handled Chobani for some years before it moved recently to W+K and before that handled Kraft’s Athenos.

*And Arla in the UK.

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