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Pitch won by: Doner


Pitch

PITCH

Creativity

TargetSUMMARY | About this pitch

Coca-Cola-backed premium milk-brand Fairlife has picked Doner as its new agency of record for strategy and creative. The MDC Partners shop won the business following a competitive, internally led review that involved several agencies.

Fairlife is a joint venture between Coca-Cola Co. and a dairy co-op known as Select Milk Producers. The co-op oversees production and marketing, while Coke handles distribution.

In addition to traditional advertising, Doner is tasked with handling digital, social and experiential for Fairlife, said David DeMuth, president and CEO of the MDC shop. "It's a really great opportunity for us to shape the entire narrative for the brand," he said, adding that there is a "real cultural compatibility" between Doner and Fairlife.

In September, Fairlife joined forces with Onion Labs for a digital media campaign starring University of Michigan football coach Jim Harbaugh. The six-part series was called "Harbaugh Highlights" and showed the coach reviewing footage in his living room -- not of football but of his own family drinking the milk brand.

Client CLIENT | Fairlife's Customer Analysis


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