FP7/DXB has successfully pitched for Danish dairy cooperative Arla Food’s creative advertising account, following a multi-agency pitch process. The agency competed against some of the regions’ largest multinational networks for the business.

Effective from 1 July, FP7/DXB will oversee the through-the-line communications for Arla Food’s four main brands – Arla, Lurpak, Castello and Dano – across the MENA region. FP7/DXB will partner with the global food company on creative and strategic solutions that will consolidate and grow Arla’s market presence in the Middle East.

“FP7 impressed us from the very beginning with their professional attitude. It was apparent through the whole process – from the initial chemistry meetings  and beyond, up to the actual pitch – that FP7 has the insight, creativity and market intelligence to be our true strategic partner. The team’s impressive ability and experience will help us on our brand journey in this important market as we embark on a new phase of growth. The agency will enable us to reach our objective of doubling our branded business in MENA,” said in a statement Kristian Lerche Nielsen, regional director of marketing at Arla Foods, on the decision to appoint FP7/DXB. “Initiating our partnership with FP7 is a very exciting prospect, and Arla looks forward to generating great benefits for MENA consumers within the dairy category across all of our brands.”

Sasan Saeidi, managing director of FP7/UAE, added: “We are absolutely delighted with this major win, and so proud to partner with Arla Foods. We participated in one of the most organized and professionally managed pitches that we have seen for a long time, and the credit goes to the client. Arla Foods are truly category leaders; and their brands are in every home and consumed by millions. We hope to further support all these beautiful brands with strategic channel communications and make them even more relevant through ‘truths’ that only these brands can claim. Here’s to the start of a great partnership.”