Fallon Just Won Lead Creative Duties for These Popular Milk Brands

Publicis shop takes on Silk, Horizon Organic

WhiteWave Foods has tapped Fallon to lead creative work for milk brands Silk, International Delight and Horizon Organic.

Those brands combined for about $64 million in domestic spending during the first nine months of 2015, nearly equaling their full-year total for 2014, per Kantar Media. Silk Soy Milk and related products received the lion's share of ad support, approaching $50 million in 2014, and roughly the same amount during the first three quarters of last year.

Fallon won the work after a review and said its mandate includes select acquisitions and new products. Plans for this year, including creative approach, campaign timing and media mix, are still to be determined.

"These guys are the Fast Company of food companies," said John King, the agency's chief marketing officer. "They're going to win, and we plan to help them do so."

Leo Burnett had previously handled some of the work now moving to Fallon, notably Silk and International Delight. Both agencies are units of Publicis Groupe.

A leader in a hot category, WhiteWave recently reported record third-quarter sales of slightly more than $1 billion, up 17 percent from Q3 2014.