AMV wins Woodpecker business

Abbott Mead Vickers. BBDO has won Bulmer’s Woodpecker cider account following a three-way pitch.

AMV pitched against Rainey Kelly Campbell Roalfe and TBWA GGT Simons Palmer, after incumbent Grey resigned the account in May to pitch for a rival drinks brand.

The agency is expected to relaunch Woodpecker to younger, more affluent consumers. The sweet cider brand is overshadowed by Bulmer’s market leading cider Strongbow, which has been relaunched with the “loafing” TV ads by TBWA, starring Johnny Vaughan.

Bulmer’s is expected to increase its spend on Woodpecker, which returned to television earlier this year in selected areas, with work created by its previous agency Mellors Reay, part of Grey.

Woodpecker’s main stronghold is the North-east, where it has a 65 per cent market share.

Bulmer’s marketing director Jon Eggleton says: “The challenge for Woodpecker is to make the brand’s values and personality contemporary. We believe that the strategic thinking and creative solutions that AMV has developed will allow us to do that.”

TBWA GGT Simons Palmer retains responsibility for Strongbow. Media buying is unaffected by the review and remains with MindShare. Strategic media planning continues to be handled by Unity.

AMV also handles Guinness, but there is not thought to be a conflict between with Woodpecker.

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