Australia’s leading plant-based milk brand Vitasoy has named Leo Burnett Australia its new creative agency of record. Leo Burnett won the business in a competitive pitch and will commence work immediately.
In Australia, Vitasoy is a joint venture between Vitasoy International and Lion Dairy & Drinks. Vitasoy pioneered the soy-milk category, and has been producing milk from grains, nuts and rice for over 80 years. In Australia, Vitasoy is a household name, in a category that is experiencing accelerated growth, reflecting consumers’ growing interest in plant-based milk.
Says David Tyack, managing director, Vitasoy Australia: “We have huge ambitions for the Vitasoy brand and want to encourage even more Australians to enjoy the benefits of plant-based milk products. Finding the right agency partner was vital to help us realise our long-term ambitions. Leo Burnett impressed us from the start with their bold strategic thinking and creativity, along with their exceptional collaboration.”
Says Melinda Geertz, CEO, Leo Burnett: “We’re absolutely delighted to partner with Vitasoy. The brand has an amazing history, and David and his team inspired us with their vision and their commitment to building even greater purpose into the brand. We see so much opportunity in this new partnership.”