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.’