Danish brand Arla Foods is the largest producer of dairy products in Scandinavia. It entered a joint venture with Mengniu in China back in 2005.
In addition to all above-the-line creative duties, M&C Saatchi will also manage the digital business for the dairy brand. The focus is to build a strong image for Arla in the infant formula sector with the first campaign is expected to launch next year.
Angela Hsu, CEO of North Asia at M&C Saatchi, confirmed the win following a pitch process launched in September that involved five agencies, including Dentsu.
Hsu adds the agency has experience working in the dairy sector, including previous dealings with Wyeth and Abbott.
Despite the brand's foreign roots, M&C Saatchi said it will aim to make Arla the leading domestic milk brand in the mainland.