Leo Burnett and Seed Strategy won Silk Soymilk in the U.S. following a review. The brand, marketed by Dean Foods’ WhiteWave Foods, had most recently been at Berlin Cameron United in New York.
Last year Silk spent slightly more than $30 million in domestic measured media (not including online), per Nielsen Monitor-Plus.
The Silk campaign from Burnett and Seed is expected to debut this quarter.
“The combined team of Leo Burnett and Seed Strategy is a smart and passionate one,” said Silk vp Craig Shiesley in a statement. “The depth of consumer insight and creativity from Leo Burnett is impressive and further strengthened by Seed Strategy’s proven track record in proposition development and innovation. We look forward to working together to support a growing brand.”
Seed is an independent branding and product development shop in Florence, Ky. Launched in 2002, the firm also works with clients such as Kellogg, Wrigley, Kimberly-Clark and Hill’s Pet Nutrition. Other review contenders for Silk could not immediately be determined.
Berlin Cameron hasn’t worked for Silk since April 2008, when it produced a TV and print pitch inviting consumers to “Take a sip forward.” That campaign featured women describing the first time they tried Silk and how it helped them achieve a healthier lifestyle.
Separately, Burnett and Arc USA have been selected by the American Bar Association to assist the ABA in communicating its mission to a broader audience. The budget for that assignment was not disclosed. Both Burnett and Arc are units of Publicis Groupe.