Dairy Crest has appointed Zone for a digital brief following a five-way pitch.

The agency has been tasked with devising and executing a commercially-focused social media strategy for FRijj, the UK’s leading milk drink brand. Targeting teens, the six-figure brief will see Zone undertake ongoing online community management as well as creative activations to drive consumer engagement.

Launched in 1993, FRijj has been the UK's best-selling milkshake over the past 12 years. The brand is one of 11 in the Dairy Crest portfolio, which also includes market leaders Clover, Country Life and Cathedral City. Having grown from a division of the Milk Marketing Board in the 1960’s, Dairy Crest is now the leading British dairy foods business.

Laura Sheard, Head of Marketing, said: “There is a huge potential for food brands online. Food and drink is the number one talked about category on social media. Zone’s passion for maximising digital opportunities and experience at creating strategies which have a commercial and brand engagement impact for the likes of Coca-Cola GB , make them the ideal partner.”

Jon Davie, UK CEO of Zone, said: “As FMCG brands look to exploit social opportunities more and social channels look to become more like advertising platforms, the challenge is how to bring the best of these models together. It can’t be about social media marketing for FMCG brands anymore. Instead, the starting point needs to be about FMCG marketing in a social world. We’re delighted to be partnering with such an ambitious brand as FRijj to help its realise its commercial potential online.”

Zone’s clients include Tesco, Coca-Cola, Barratt, BT and Prostate Cancer UK.

Published on: 9:37AM on 15th May 2015