Holder Henry scoops beer tasks

Whitbread has appointed Holder Henry Pearce and Bailey to handle two of its top beer brands - Labatt Canadian Lager and Boston Beer.

Whitbread has appointed Holder Henry Pearce and Bailey to handle

two of its top beer brands - Labatt Canadian Lager and Boston Beer.

Labatts is one of the top three standard lagers for young adults in the

North of England. Pubs and clubs account for 80 per cent of the brand’s

consumption. However, the brand has not advertised in recent years.

Holder Henry already works with Whitbread, having picked up the Travel

Inn Hotels chain account in July at the same time as Max Henry, the

former creative director of Laing Henry, joined the agency and put his

name above the door.

Henry, the chairman and executive creative director at Holder Henry who

led the pitch against two unnamed agencies, said: ’It is a terrific

victory to be on the Whitbread agency roster - something that most

agencies cannot get near. Our creative work and strategic thinking won


Boston Beer, a lager-ale hybrid, is served chilled and is aimed at

25- to 35-year-olds who often switch between lager and bitter. The

agency has created what it calls a ’wry, understated’ creative treatment

for the brand, which advertised in July with a TV campaign starring the

actor, Elliott Gould, through Lowe Howard-Spink.

Peter Jackson, the director of on-trade marketing for Whitbread, said:

’Holder Henry has produced some excellent creative thinking in

preparation for its pitch. We were very impressed and look forward to

developing both campaigns.’

Holder Henry is preparing through-the-line work for both brands, and

will work alongside Lowes. The exact spend has not been revealed,

although the agency claims it to be ’in excess of six figures’.

Labatts became part of the Whitbread stable in August 1996. Whitbread’s

portfolio of beers includes Labatt Ice and Stella Artois, both handled

by Lowe Howard-Spink, and Boddingtons, which is with Bartle Bogle


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