- Andrew McMains

Unilever has shifted regional creative duties on its Flora/Becel line of food spreads to DDB after a review, the Omnicom Group agency has confirmed.

DDB will handle duties in North America, where the brand name is Flora, and Europe, where it's known as Becel. The assignment also includes Flora Pro.Activ spreads, milk and yogurt, DDB said. The shop's office in London will manage the business.

Billings were not disclosed, but one source estimated that the brand's major media spending in the two regions may reach $100 million next year.

The incumbent, Publicis Groupe-backed Bartle Bogle Hegarty, also participated in the review, which lasted several months. BBH could not immediately be reached.

The new agency is expected to launch a new campaign for the spread line next year "that will strengthen the brand's positioning as a heart healthy spread," a Unilever spokesman said, in a statement.

DDB U.K. CEO Stephen Woodward said he was "delighted" to work on a product that "makes such a profound difference to heart health."

DDB is a longtime Unilever roster shop that also handles take-home ice cream brands such as Breyers, Wall's and Carte D'Or, Marmite spread and Lipton tea.
 
Unilever's other roster agencies include Interpublic Group units Lowe and McCann Erickson and WPP Group units Ogilvy & Mather and JWT.


Nielsen Business Media