FMCG giant Lion has switched to McCann Sydney for its Tasmanian Heritage, South Cape and Coon cheese brands, replacing BMF.
McCann won a pitch which included BMF, AJF Partnership (which also handles some Lion brands) and a fourth undisclosed agency.
The agency has been briefed to drive brand awareness and growth but will also contribute to product innovation. The first campaign from McCann will be unveiled in October.
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 marketing leaders.”
McCann Sydney managing director Ashley Farr said: “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.”
Amnesia Razorfish is the digital agency for Lion's Dairy & Drinks division while Starcom handles media buying.
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