• by Larissa Faw , May 6, 2015

Dairy-products marketer LALA has appointed multicultural shop Dieste as its new U.S. agency of record. The brand, owned by Mexico's Grupo Lala, produces yogurts, yogurt smoothies, probiotic dairy beverages, Mexican-style sour cream, cheeses and milk.

Dieste will manage the brand strategy, digital initiatives, creative and media planning duties for the U.S. and U.S. Hispanic markets.

While Dieste is currently working on various projects for LALA, the first major AOR campaign will debut during the 2015 back-to-school time frame and focus on its drinkable yogurt: Yogurt Smoothies and Greek Yogurt Smoothies. 

This campaign is also designed to raise its brand awareness as LALA seeks to become well-known in the U.S. Earlier this year, the parent company began importing several new products in the U.S., including Oaxaca cheese and the Lala Frutas dairy and a fruit beverage line.

The LALA U.S. parent is Borden Dairy, the iconic dairy brand that Grupo Lala licenses to market products here. In 2011, Lala-USA rebranded as Borden Dairy. Additional brands under this umbrella include Promised Land Dairy, Frusion and Nordica.

Dieste, part of Omnicom’s Diversified Agency Services, a division of Omnicom Group, landed this account after a formal review. According to LALA’s director of marketing Desiree Johnson, “the decision to work with Dieste came after a long agency review process. Dieste’s business acumen, strategic thinking and breakthrough creative were clearly evident throughout the process.” 

The agency search was conducted by search consultant Janet Bustin at Mzyme.