BMF loses grip on Lion, Host and AJF pick up key accounts
Ad agencies AJF Partnership and Host have been appointed by Lion Dairy & Drinks after a strategic review, as incumbent BMF moves off the business.
The appointment comes in the same week as McCann picked up Lion cheese brands Tasmanian Heritage, South Cape and Coon from BMF.
BMF opened a Melbourne office in 2009 off the back of winning the consolidated Lion account, and still handles Lion beer brands XXXX and Toohey’s.
AJF has added to its stable of Lion accounts, picking up Dairy Farmers White Milk, Pura White Milk Masterbrand, as well as yoghurt brands Dairy Farmers Thick & Creamy and Farmers Union Yoghurt.
The agency already handles Lion’s white milk, flavoured milk and juice brands, which weren’t part of the review.
Host has won Yoplait and King.
Adam Francis, founding partner and CD of AJF Partnership, said: “Lion Dairy & Drinks undertook a strategic review of its agency roster for some of their brands and as a result we have increased our portfolio. We are proud to have come out of the process with an even stronger partnership arrangement with the Lion team.”
Host MD Suzie Shaw added: “Yoplait is a world renowned yoghurt brand and leads the category here in Australia, while King Island is a cheeseboard legend. Lion is looking for great work for both brands, and we are looking forward to delivering it.”
