Brandme appointed to Onken project

BR&Me is leading a strategic and creative project for dairy brand Onken, which is expected to result in a raft of new launches early next year.

Onken, owned by German food conglomerate Dr Oetker, appointed BR&Me without a pitch earlier this year on the strength of a previous relationship, to provide strategic and creative design input to its chilled yogurt brand development and innov ation programme, according to Dr Oetker senior brand manager Rachel Oakley.

‘Yoghurt is well placed within the market in terms of health for development, and traditionally Onken has had big pots, so there is scope for different formats,’ says Oakley.

The work, which is expected to build Onken’s premium positioning in the UK and bolster its innovation programme, will be led by Oakley, and senior BR&Me creatives Steve Booth and Clare O’Brien.

Onken last month introduced dual branding to its big pot yoghurt range, with the Dr Oetker label sitting alongside a revamped Onken marque, a project understood to have been undertaken by Mather, part of the Ogilvy Group.

West Yorkshire group Storm Brand Design introduced dual branding into Onken’s fruit and chocolate mousses. Former incumbent Davies Hall, which undertook a major brand and packaging overhaul in 2002, resigned the account after Dr Oetker’s takeover of Onken in 2004. The Dr Oetker business operates in more than 30 countries. In the UK its brands are worth in excess of £130m.