WhiteWave Foods Co. appointed Fallon as agency of record for its Silk, International Delight and Horizon Organic brands, AdAge reports.
Fallon CMO John King told the publication that the Publicis-owned agency would also be responsible for creative on some of WhiteWave’s newer brands, such as Vega. Fallon will not handle WhiteWave’s So Delicious brand as it would be a conflict of interest with existing client Talenti. Other WhiteWave brands not impacted include Wallaby in North America, Alpro and Provamel in Europe. WhiteWave, which is outpacing general growth in the food industry, recently reported quarterly sales that reached the $1 billion mark for the first time.
WhiteWave had previously worked with fellow Publicis agency Leo Burnett on its Silk and International Delight brands. The company told AdAge that it appreciated its relationship with Leo Burnett and the value it brought to its brands but desired “a different perspective” moving forward.
“We are parting ways with WhiteWave Foods after several successful years together,” Leo Burnett said in a statement. “We’re proud of the work we did on the Silk and International Delight brands and the growth they experienced throughout our partnership. We respect the company’s desire to look for a new direction, and we wish them continued success.”