Got Milco? Initiative wins NFPC media buying

Initiative has picked up media buying for the National Food Products Company, owner of Lacnor, Oasis, Arla and Milco brands, from 2009.

“We are in the final stage of confirming the contract, which should be complete soon as we have to plan our 2009 media,” said Smeha Fallakha, marketing manager at NFPC. He said three agencies pitched for the account, but declined to name the losers.

Between its various brands, which cover milk and dairy products, bottled water, fruit juice and other FMCG products, NFPC has a significant slice of the fresh foods sector in the UAE.

Its water brand Oasis bottles more than a million litres of the wet stuff every day, while Milco produces 80 million litres of milk a year, and claims the number one yoghurt spot.