Cossette Communication-Marketing has won the four-way shootout for the creative portion of the Dairy Farmers of Canada’s big-budget cheese business.
Dairy Farmers has increased its advertising budget for 1996 to $32 million.
Most of that $8 million hike has be assigned to the cheese business.
That will rise to $16.8 million from $10.5 million next year.
Consumer testing of seven television concepts mid-August resulted in Cossette getting the nod.
The other agencies in the running were the incumbent bcp, PNMD Publitel with BBDO Canada, and St. Jacques Vallee Young & Rubicam with Young & Rubicam.
bcp remains the Dairy Farmers of Canada’s agency of record and also retains responsibility for the marketing organization’s $8.1 million Butter and Logo campaigns.
Natcom handles the Dairy Farmers of Canada’s Nutrition program.
