Starcom Melbourne has picked up the business for dairy alternative products brand Vitasoy from incumbent UM.
The business, valued at around $3.5m in billings per year, was transferred to Starcom without a competitive pitch.
In Australia, Vitasoy operates as a joint venture with Lion Dairy and Drinks whose account Starcom Melbourne already manages.
“We are thrilled with the opportunity to work with the team at Vitasoy across its suite of brands. Vitasoy is steeped in both history and innovation, and we see huge potential in the further diversification of their product offering in the future,” said Starcom Melbourne general manager, Peter Toone.
Marketing and category manager – Vitasoy, Jane Whittles, said the existing partnership with Starcom Lion Dairy and Drinks would benefit the future plans to evolve Vitasoy’s approach to marketing.
“We felt the time was right to evolve our marketing approach, and part of this evolution involves working with the team at Starcom. They have had a long and successful partnership with the Lion Dairy and Drinks business, and we hope to use the broader category knowledge to drive a competitive advantage for our business,” said Whittles.