NEWS: Doner Cardwell victorious in four-way battle for Fuller’s London Pride

Fuller’s has appointed Doner Cardwell Hawkins to boost its flagship brand, London Pride, with a pounds 1.5 million national TV and press campaign due to kick off in the autumn.

Fuller’s has appointed Doner Cardwell Hawkins to boost its flagship

brand, London Pride, with a pounds 1.5 million national TV and press

campaign due to kick off in the autumn.



Doner Cardwell beat Leagas Delaney, Mitchell Patterson Aldred Mitchell

and Mellors Reay and Partners to the business, which was previously held

by Butler Lutos Sutton Wilkinson. The incumbent did not repitch.



John Roberts, the marketing director of Fuller’s, said: ‘We need to

ignite the brand, and Doner Cardwell pitched with the best creative

work. The agency is keen, committed, and has the right profile for us.’



Roberts, who joined Fuller’s in February from Scottish Courage, said

that the appointment was subject to resolving issues that arose in

research concerning the creative work.



Fuller’s announced its annual results last week, recording a 21 per cent

growth in profits and a 13 per cent growth in the value of the business.



The west London brewer has spent little on advertising in recent years,

but Roberts plans to invest heavily in the brand. He commented: ‘We will

not just be advertising in the regional heartland. The brand is stocked

nationally, and we must exploit its full potential.’



Two undisclosed agencies are still in the running for the media account,

with a decision expected next week.



Fuller Smith and Turner is London’s oldest brewery and the family has

been making beer on the same site for more than 325 years. Its portfolio

of products includes Chiswick Ale, ESB and London Pride.



Andrew Hawkins, the managing director of Doner Cardwell, said: ‘London

Pride attracts great loyalty from its drinkers. Our job is to help build

it into an exceptional brand.’