Nestle Foods Media account on toss

Nestle Foods Plc, a leading food manufacturing multinational company has placed its media advertising account on toss in an apparent agency review exercise. The pitch process which has been on for several weeks was kick started early this year.

A number of top media agencies in Nigeria are in contention for the lucrative account. In keen contest are: Media Fuse Dentsu Aegis, MediaReach, Universal McCan and Starcom Media, the incumbent.

The lucrative account has been warehoused with Starcom Media for years but Nestle recenlty called for a pitch review in an attempt to re-energise its marketing efforts in the face of rising competition from rival brands.

Nestle Foods is the maker of leading Nigeria food brands including Milo, Chocomilo, Nido, Nescafe and Nestle Pure Life. The company’s flagship brand is Nestle Milo, which is a leader in the Choco beverage category, according to Euromonitor website.

This feat has been attributed to Milo’s ever increasing popularity, strong brand loyalty and robust distribution network, attributes which Cadbury’s Bournvita also shares, only that Milo has “outspent and outfought it to claim the tightly contested first place” in the Choco beverage category.


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