Lowe lands £9m Twinings business

Lowe London has picked up the £9 million Twinings, Ovaltine and Options accounts after a final, two-way pitch.

Associated British Foods, the brands' parent company, awarded Lowe the business following a shoot-out against Mustoes. Fallon and Mortimer Whittaker O'Sullivan were also involved in the pitch at an earlier stage.

Leagas Delaney was the incumbent on the account, but was not invited to repitch. It created the recent high-profile campaign featuring the actor Stephen Fry. The ads supported Twinings' launch into the mainstream black tea market, as well as the expansion of its green tea range.

Lowe has been briefed to continue using Fry as the brand's frontman.

It is also tasked to build on the brand's quintessentially English feel.

On Ovaltine, Lowe is instructed to reinvigorate the brand and make it relevant to a wider audience. The manufacturer of the malt-based drink is looking specifically to target younger consumers and to highlight the fact that Ovaltine is healthier than similar products on the market.

The agencies did not pitch for the Options task, which was handed to Lowe as an additional brief.

Chris Hunton, the managing director of Lowe, said: "It is always very satisfying to win business where the ultimate criteria is the quality of your creative thinking. These are great British brands and exactly the type of business Lowe has historically done its best work on."

He added: "This is a piece of good news for the agency and we are hoping to build on it over the coming months."

Twinings leads the herbal tea and infusions market, which other tea producers, including Tetley, have begun to launch into.

The appointment of Lowe also sees Twinings increase its marketing spend by £5 million in an attempt to boost the tea brand's mass-market appeal.

Paul Murphy, the marketing director of Twinings, led the pitch but was unavailable for comment.