Fage Yogurt has placed its account in review after nearly seven years with MullenLowe.
America’s second-biggest Greek yogurt company picked the shop then known as Mullen in late 2010, breaking with former agency of record Ogilvy & Mather. The IPG shop handled creative, digital, social, media planning and buying, brand strategy and public relations as Fage fought its chief competitor Chobani for market share.
The rivalry continues today. Last month, Chobani overtook Yoplait to become the top-selling yogurt brand in the United States as newcomers like Noosa gained ground.
A spokesperson for Fage confirmed that the business is in review, but declined to elaborate or clarify whether this review concerns both the creative and media portions of the business. Spokespeople for MullenLowe also declined to comment.
According to a memo acquired by Adweek, Fage sought “a change of perspective” after six years with MullenLowe, which managed the account from its Boston headquarters. The source behind the memo claims that the yogurt company’s chief executive specifically looked to cut media costs moving forward but did not agree to the agency’s suggested audit of its own services.
The latest numbers from Kantar Media, however, indicate Fage spent approximately $60 million in measured media last year. That total marks a significant increase from the $38 million spent in 2015.
Chobani also recently went through a series of high-profile changes, building up its internal marketing team while hiring independent agency Horizon to handle media and Wieden+Kennedy on creative. The latter shop’s first full campaign launched earlier this month by way of a “Food Symphony” spot directed by Michel Gondry.