Following Abbott Mead Vickers’ successful October launch of St Ivel’s Carapelli brand, the company has gained the advertising contract for the entire of St Ivel’s £9m yellow fats business. This means that D’Arcy will lose the accounts for Vitalite, Golden Churn, St Ivel Gold and Utterly Butterly.

The managing director at AMV, Cilla Snowball, commented: “These are great brands with huge potential. We pitched hard and we look forward to developing great work.”