JAFFA -- Jaffa-based Dahaf Group, part of the Bozell Worldwide network, has picked up two new pieces of business in competitive pitches.Israel Discount Bank Mortgage, a top five mortgage bank, has selected it ahead of Tel Aviv-based OK Advertising. And Tara Agricultural Cooperative Society has awarded the agency its dairy business. Tara is a Top 10 food company in Israel, according to Dun & Bradstreet 1996, producing butter, milk, yogurt and cheese products. It claims to hold 12% of the Israeli milk market.Dahaf's campaign for the bank, "Mortgage at your own beat", will use visuals of different types of people playing different musical instruments to demonstrate the tailor-made aspect of the bank's mortgages. The ads will include print, radio, direct mail and direct response TV as media.It will be aimed at consumers, but also at some business sectors. The Dahaf Research Institute found that more than 20% of Israelis plan to take out a mortgage in 1997. The Israel Discount Bank accounts for 10% of the country's mortgage business.For Tara, Dahaf will handle several product launches, via TV and print ads. The first wave of work will focus on six to eight (existing and new) brands in Tara's range this month.In the first two commercials, for Tara Milk and Tara Idan Yogurt, attractive young actors take part in blind product tests; the ads end with the line: "The taste you've never tasted - Tara.''
Copyright May 1997, Crain Communications Inc.