Roose lands Caffrey’s pounds 5m creative account

Roose & Partners has won a coveted place on the Bass roster by scooping the high-profile advertising account for Caffrey’s Irish Ale.

Roose & Partners has won a coveted place on the Bass roster by

scooping the high-profile advertising account for Caffrey’s Irish


Roose won the pounds 5 million business after a final head-to-head with

the Edinburgh-based Leith agency after the pair were whittled down from

a list of five agencies. These included Leo Burnett, DMB&B and Ogilvy &

Mather, but not the incumbent, WCRS.

Mark Hunter, the marketing director of Bass Brewers, said the decision

had been taken after creative work from both agencies had gone into


’Consumers liked the ideas put forward by both agencies, but it became

clear that Roose & Partners gave Caffrey’s a new dimension,’ he


The win is an important one for Roose, which is also on the roster of

the giant confectionery company, Nestle Rowntree, and handles

advertising for the Swedish tissue company, SCA Products, but has a

fairly low profile.

Ted Roose, chairman of Roose, said: ’Our initial impression was how

successful Caffrey’s advertising had been. But the more we looked, the

more we realised it had a melancholic feel. Our job is to position the

brand as more aspirational and upbeat.’

Caffrey’s was successfully launched by WCRS on St Patrick’s Day 1994,

creating a new category in the beer market with a product designed to

appeal to ’modern consumers’ who drink lager, bitter or stout.

The launch commercial contrasted shots of a frenetic New York bar with

views of serene Irish countryside, giving a visual representation of the

Caffrey’s slogan, ’Strong words softly spoken.’

The agency’s last television work for Caffrey’s featured four friends on

a night out, set to the soundtrack of Brim Full of Asha by


The smoothness of the creamy ale prompts a moment of quiet contemplation

and a quieter soundtrack.

Caffrey’s is keen to maintain its dominant position in the smooth ale

market, of which it had 15.6 per cent by value last year.

Media remains with BBJ Media Services.

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