Global dairy company FrieslandCampina has appointed Leo Burnett Dubai to build and grow the Rainbow Milk brand across the GCC and Yemen. The agency scooped the account without going to pitch and will be responsible for all Rainbow milk including UHT, evaporated and sweet condensed milk and instant milk powder.

Burnett will provide a full service integrated account which will include strategic brand planning, creative development, 360° implementation and digital capabilities.

Said Kamal Dimachkie, Managing Director, Leo Burnett Dubai, Kuwait and the Lower Gulf,
'Rainbow Milk is a brand that people have grown up with in the region. It is always challenging to work with an established brand because the bar is that much higher but Leo Burnett brings to the table its human lens. We have used this lens to show FrieslandCampina that by breaking down the categories of the consumer, by dissecting the consumer's hopes, fears, aspirations and inherent competitive streak we can give the brand's advertising a new direction.

Burnett has identified some very cool and creative ways of utilizing the digital space but what is most exciting is that in FrieslandCampina, handling a brand steeped in heritage, we have a group of people galvanized into exploring the digital arena and investing in new ideas and a new way of marketing'.

Said Sumeet Mathur, Regional Marketing Director for FrieslandCampina Middle East, "Leo Burnett is one of the strongest integrated communication agencies in the region and works well with FrieslandCampina in other parts of the world, especially Asia. We are confident that with this partnership, we can create new, exciting ways to reach the consumer and make Rainbow even stronger in the Middle East region."