WhiteWave Names Fallon Agency of Record on Brands Including Silk and Horizon Organic

Leo Burnett Had Handled Some of the Account

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WhiteWave's Silk products.
WhiteWave's Silk products. Credit: Courtesy WhiteWave Foods Company

WhiteWave Foods Co. selected Fallon is its new agency on its Silk, International Delight and Horizon Organic brands.

The appointment comes as WhiteWave, which focuses on plant-based and dairy-focused beverages and foods, continues to grow faster than the general food industry.

Fallon, which is owned by Publicis Groupe, will also handle work on some of WhiteWave's newer lines such as Vega, according to Fallon Chief Marketing Officer John King.

Publicis' Leo Burnett had previously done advertising work on the Silk and International Delight brands, including a Silk campaign with an animated plant character.

WhiteWave said it respects the partnership it had with Leo Burnett over the past several years and appreciated the value the agency brought to its Silk and International Delight brands, but believed it needed "a different perspective" on its business.

In a statement, Leo Burnett said: "We are parting ways with WhiteWave Foods after several successful years together. 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."

Colorado-based WhiteWave sells a variety of Silk plant-based milks such as almond, cashew and soy milk, coffee creamers and organic dairy products, along with Earthbound Farm organic produce. It recently posted quarterly sales of $1 billion for the first time.

WhiteWave went public in 2012 and spun off from dairy company Dean Foods in 2013. It does the bulk of its business in North America, has operations in Europe and also has a 49% stake in a joint venture in China. Its other brands include So Delicious, Vega, Wallaby in North America, and Alpro and Provamel in Europe.

Fallon will not handle certain WhiteWave lines such as So Delicious, which conflict with the shop's Talenti client.

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