Milk Marketing appoint Merle to spearhead advertising campaign
As part of a joint venture to encourage the consumption of milk in Scotland, the Scottish Dairy Marketing Company and the Milk Development Council have launched a programme to highlight the health benefits of drinking milk.
An upcoming ad campaign, which will be created by Glasgow-based Merle, will position milk as a healthy-option soft drink and aim to challenge any misconceptions people may have and educate children on what milk can offer.
Merle is just one of four agencies working on the £500,000 account, after presenting a joint pitch with Spirit, which is charged with media buying for the campaign.
Below-the-line agency Metis will be ensuring the campaign reaches retail shelves, while hatch-group will handle all consumer PR.
John Morgan, Merle's managing director, said, "We are delighted with the win. We handled the last generic campaign for milk back in the early 1990s, under our former name, Morgan. And it is great to get the chance to work on this account once more.
“This is a significant and exciting account for the Scottish marketing scene. It will be very much about the brand. There are a lot of facts we will need to communicate to the public and it is about giving status to milk, which hasn't been done for quite some time," he added.
The campaign is expected to launch in autumn, although as yet no official dates have been announced.
A spokesperson for the Scottish Dairy Marketing Company commented: "The advertising, marketing and promotional elements of this campaign will work closely together and our chosen agencies have the experience to deliver the results we are looking for.”