AMV BBDO wins £2m Total Greek Yoghurt creative account
Abbott Mead Vickers BBDO has won the £2 million advertising account for Total Greek Yoghurt, after a five-way pitch.
Fage, the brand’s owner, plans to spend £2 million on media in the UK this year, and hopes its advertising campaigns will support "aggressive growth targets", according to Andrew Turton, UK marketing director.
Total is the brand leader in the Greek yoghurt sector, with a 33 per cent value share in the UK.
Turton said: "For a small but fast-growing business such as ourselves, it was critical to choose the best business partner that would help us deliver on our aggressive growth targets.
"AMV BBDO presented an unrivalled strategy that showed a clear understanding of the business challenge, our sector and the consumer."
AMV’s first work for the brand is a TV campaign which will break next week, to be followed up with other activity later in the month.
Ian Pearman, the chief executive of AMV, said: "Total Greek Yoghurt is a wonderful product that deserves its place as the market leader. However the wider market is alive with big spending competitors, and we welcome the opportunity to outsmart, rather than outspend the competition."