Euro RSCG was the incumbent on the business prior to a review that attracted Lowe, J. Walter Thompson and FCB subsidiary Interface.
Media is with Omnicom operation OMD, which has held the planning and buying assignment since October 2003. The account is estimated to bill HK$5 million (US$641,000).
It is understood that the edible oils marketer -- once Hong Kong's clear market leader -- wants to regain its dominant leadership status against rivals, particularly the Knife brand, owned by Lam Soon.
Prior to the appointment, DDB helped Lion & Globe in a summer rollout of a new mixed edible oil product that combines canola, peanut and corn oils. The launch featured a birth certificate print ad, showing the oil's parentage.
The project also included a quality campaign for the brand, with an ad that showed images of a soy sauce and milk bottle, an orange and a jar of oil. The text then went on to state while these products looked good, their quality could not be guaranteed. The ad ran during the food poisoning scandals in China to raise the quality image of the Hong Kong-manufactured brand.
Cooking oil label looking to regain top spot with DDB
Consumer goods marketer Lion & Globe has shifted its creative assignment to DDB as it prepares to step up branding activities in 2005.