Mellors Reay set to relaunch Campari as upmarket drink

Mellors Reay & Partners and Universal McCann have won the task of promoting Campari, with a brief to move the advertising away from the downmarket image symbolised by the cockney model, Lorraine Chase, in the 70s.

Mellors Reay & Partners and Universal McCann have won the task of

promoting Campari, with a brief to move the advertising away from the

downmarket image symbolised by the cockney model, Lorraine Chase, in the

70s.



The appointments are part of efforts by First Drinks Brands, Campari’s

UK distributor, to improve the fortunes of the ailing Italian aperitif

by giving it a more sophisticated image.



The full-service business moves from Bates Dorland as budgets are set to

rise from the current pounds 250,000 to pounds 2.5 million next

year.



Mellors Reay was a late entrant into the contest for the creative work,

which it won after a final shoot-out against BDDP GGT and HHCL &

Partners.



Universal, which will handle media planning and buying, originally

pitched with HHCL.



Carol Reay, the Mellors Reay chief executive, said: ’Campari is a drink

for upmarket and well-travelled thirtysomethings with developed

palates.’ TV advertising will break later this year.



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