It was a four way pitch for Lion Dairy & Drinks' cheese brands (Tasmanian Heritage, South Cape and Coon). McCann have won the account against the brand's incumbent agency BMF, Lion’s other creative partner, AJF Partnership, and a fourth agency.
They begin work immediately on Lion's three key cheese brands, which span both specialty and everyday cheese categories. The first Lion Dairy & Drinks campaign from McCann will launch into market in October.
The agency’s main brief is to drive brand awareness and growth along with supporting product innovation. 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 market leaders.”
McCann Sydney Managing Director Ashley Farr was clearly proud of his team's effort to win the pitch. “This win is a testament to the first-rate calibre of strategic, creative and digital talent that makes up the new McCann,” he reported.