Leo Burnett Australia has become the creative agency of record for Australia’s leading plant-based milk brand, Vitasoy, following a competitive pitch. Work will commence immediately.

In Australia, Vitasoy is a joint venture between Vitasoy International and Lion Dairy & Drinks. Vitasoy pioneered the soy-milk category, and has been producing milk from grains, nuts and rice for over 80 years. Vitasoy is a household name in Australia in a growing category. Its task is to maintain its position, and capitalise on increased interest in plant-based milks in a new environment that includes a surge of new rivals

Vitasoy Australia’s managing director, David Tyack, stated, “We have huge ambitions for the Vitasoy brand and want to encourage even more Australians to enjoy the benefits of plant-based milk products. Finding the right agency partner was vital to help us realise our long-term ambitions. Leo Burnett impressed us from the start with their bold strategic thinking and creativity, along with their exceptional collaboration.”

Leo Burnett chief executive officer, Melinda Geertz, added, “We’re absolutely delighted to partner with Vitasoy. The brand has an amazing history, and David and his team inspired us with their vision and their commitment to building even greater purpose into the brand. We see so much opportunity in this new partnership.”