DMB&B has scooped the 7m Blackthorn cider account and with it the rest of Matthew Clark’s cider portfolio including Diamond White, K and Gaymer’s Olde English ciders.
The company won in a four-way pitch against the Leagas Delaney Group, Ogilvy & Mather and Lansdown Conquest after Matthew Clark’s four-year relationship with Grey Advertising ended acrimoniously last year.
Robert MacNevin, Matthew Clark’s marketing director, says: “We had shortlisted three other agencies, each of which produced some imaginative work for a new television campaign for Blackthorn later this year, but DMB&B took a fresh approach and came out a clear winner.”
Blackthorn was last on TV with Grey’s “Aliens” campaign and the tagline “The finest sharpener in the universe”, which had replaced Scottish comedy character Rab C Nesbitt. The new campaign is not due until the summer.
Matthew Clark was recently bought by US drinks producer and distributor Canadaigua Brands for 215m. It is spending 7m above the line on Blackthorn and a further 8m below the line this year as part of a total cider marketing spend of 31m, the highest in the company’s history.