Leo Burnett wins £8m HP Bulmer drinks business

BREAKING NEWS - Drinks firm HP Bulmer has appointed Leo Burnett to its £8m advertising account, including its flagship cider brand Strongbow, after a four-way pitch.

Leo Burnett won the account after a pitch against Delaney Lund Knox Warren, M&C Saatchi and TBWA\London, which was the incumbent agency on Strongbow and Scrumpy Jack.

The review had initially been for the drinks firm's Scrumpy Jack cider brand only, but was widened to include all of its cider brands and San Miguel beer, which had been handled by Abbott Mead Vickers BBDO.

The appointment will likely see a fresh direction for Strongbow, which last year dumped its highly successful TBWA-created "Live to Loaf" campaign featuring TV presenter Johnny Vaughan.

Bulmers replaced Vaughan with a cast of lads who go to humorous lengths to work up a thirst, as part of a strategy to target premium lager drinkers.

The most recent spot featured two men stuffing their faces with crackers while another spot featured a participant in the Pamplona bull run who dresses entirely in red to make sure he will work up a thirst for Strongbow. The campaign features the strapline: "Get a thirst".

The review was overseen by Bulmers' group marketing director Jon Eggleton and comes as Scottish & Newcastle's £278m takeover bid for HP Bulmer is investigated by the EU.

Last month, Bulmers sold its Sidekick shots brand to Halewood International. Halewood has pledged £1m to the brand for a marketing campaign that will include advertising, PR, sampling and in-store activity.

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