Starcom Melbourne has picked up the $3.5 million Vitasoy account without a pitch, taking the business away from UM.
The dairy alternative brand already works as a joint venture with Lion Dairy and Drinks, whose account is also handled by Starcom.
Starcom's Melbourne general manager, Peter Toone, hinted that the brand could be looking to expand its product offering.
“Vitasoy is steeped in both history and innovation, and we see huge potential in the further diversification of their product offering in the future,” Toone said in a statement.
Meanwhile, Vitasoy marketing director Jane Whittles said it was hoping to pick up the benefit of Starcom's work with Lion.
“They have 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,” she said.
Earlier this week it emerged that Starcom had lost the planning duties on its Mars account to rival outfit MediaCom after the brand elected to switch up its global planning account, with the new win to go some way to soothing the Mars loss.
For more news:
MediaCom picks up planning on Mars account
Mediavest wins Brown-Forman pitch
Starcom and Zenith to benefit from Publicis' first programmatic venture
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