Shine switches its dairy allegiances after Goodman Fielder win—UPDATED

After a competitive pitch, Shine has won the Goodman Fielder dairy business, which means it has said goodbye to Fonterra.

“Goodman Fielder has appointed advertising agency Shine to handle the company’s dairy brands including Meadow Fresh and Puhoi Valley Cheese, as well as Goodman Fielder New Zealand market initiatives such as Kiwi Faves,” says Goodman Fielder’s PR and communications manager Ra Fletcher in a statement. “Advertising agency Joy will continue to work on the company’s Baking brands including Vogel’s, Nature’s Fresh and Molenberg.” 

Goodman Fielder also works with Young & Shand, which recently picked up Cadbury’s digital work from DDB

Goodman Fielder’s dairy revenue for FY12 was $523.5 million, second only to Fonterra. According to Nielsen AIS, which is based on ratecard, it spent $6 million on advertising across all its different categories in the past year. 

Managing director Simon Curran was unable to be contacted, but Shine worked with a lot of Fonterra’s smaller brands and sub-brands, such as Kapiti, Mammoth, Symbio and Anchor Fast Start, and it did some sterling work in that space, so Goodman Fielder will be pleased to have nabbed its skills (and some inside knowledge about its main competitor). 

Colenso BBDO works with Fonterra’s big brands like Tip Top, Anchor and Fresh and Fruity. Neither Fonterra’s Craig Irwin or Colenso BBDO’s Nick Garrett were able to be contacted to see who’s taking over the brands left behind by Shine.  

UPDATE: Garrett confirmed Colenso BBDO would also be taking care of the smaller brands. 

As well as its work on Fonterra brands, Shine also worked with Fonterra Corporate and it’s thought it had been working on a global campaign. Fonterra has been increasing its profile in recent years with the likes of the Fonterra Milk in Schools campaign and the Richie McCaw ambassadorship. It’s thought the campaign is still set to go ahead despite the recent botulism scare, with one source saying the thinking inside Fonterra at the moment is that it was a “small speed bump on the great journey towards success”.  

Elsewhere in Shine land, it has made a number of hires, including ex DraftFCBer Murray Watt as creative director, Mat Tizard as creative technologist, Annabelle Pitkin as account director, Matt Barnes as digital creative director and Nikki Ravlich/Lizzie McCollum as community managers. James Hall also signed on as chairman late last year. 

Shine also works with Hyundai, Lion brands Speight’s, Beck’s, Mac’s and Isaacs and House of Travel. 

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