Bulmers kicks off creative review

Bulmers is reviewing its £3 million advertising account as it aims to strengthen its positioning against rivals such as Magners.

Bulmers: reviewing its advertising
Bulmers: reviewing its advertising

St Luke’s is the incumbent on the Heineken-owned cider brand, which is inviting agencies to compete for the
business in a pitch process handled by AAR.

The agency, which also handles Heineken’s Strongbow cider, picked up the Bulmers account in February 2010 after a pitch against the previous incumbent, the Glasgow-based shop Frame.

Since then, Bulmers has launched an integrated campaign featuring the musician Plan B to support its No17 variant.

St Luke’s also created a TV spot, "summer HQ", backed by a mobile phone app that directed consumers to the nearest pub with a garden, and launched a new website and Facebook fan page.

Heineken took ownership of Bulmers and Strongbow after buying Scottish & Newcastle in 2008.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).