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
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
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 &
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.