Amnesia swoops Lion brands

By By Wenlei Ma | 23 November 2011
South Cape Cheese campaign by BMF.

Lion has appointed Amnesia Razorfish across its Dairy and Drinks division as the FMCG giant prepares to ramp up digital activities.

Amnesia Razorfish will work on digital strategy and was appointed after a pitch. The agency will work across Lion's brands including Dairy Farmers, Pura, Dare, Moove, Yoplait, Farmers Union Iced Coffee, Big M, Fruche, Dairy Farmers Thick and Creamy, YoGo, Berri, Daily Juice, Just Juice, Australian Grown, Coon, King Island Dairy, Tasmanian Heritage and South Cape.

Lion external relations manager Julia Fraser said: "We're delighted to have Amnesia Razorfish join our marketing arsenal. The agency demonstrated the best strategic approach for our brands and we're excited about embarking on a partnership that will drive the Lion Dairy & Drinks brands further into the digital space."

Amnesia Razorfish managing director Michael Buckley said: "We're thrilled to be working with Lion and embarking on bringing its extensive range of dairy and drinks brands into the digital space in a successful and relevant way.

"We've already started work with Lion, so its' a busy but exciting time for the agency. Our immediate priority is bedding down the digital strategy for each of the brands."

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