Fosters hands £7m ad account to Adam & Eve

Heineken UK has appointed Adam & Eve to handle the £7m UK advertising account for Fosters.

Adam & Eve replaces incumbent agency M&C Saatchi who handled the account for 14 years.

Other agencies involved in the pitch include Fallon, who lost out in the final round, and VCCP. The pitch was handled by the AAR.

Fosters was launched in the UK in 1996 and worked with M&C Saatchi since 1997. Its ad campaigns have focused on the brand’s Australian heritage and include straplines such as “drink Australian, think Australian” and “get some Australian in you.”

Foster’s was acquired by Heineken in 2008, following a joint takeover deal of some Scottish and Newcastle brands in January 2008 with Carlsberg.

Last month, it extended this by launching an Australia Day game card promotion in pubs and clubs .

Heineken has committed to continued investment in marketing despite spending less in the first half of the financial year.

Heineken UK is looking at sponsorship in a bid to differentiate its Foster’s brand in the crowded UK beer market. According to Heineken’s last financial statement, its last ad campaign helped boost Foster’s share of the UK beer market by 2.6% last year.

The agency change does not affect M&C Saatchi’s work on Kronenbourg, which is also overseen by Scottish & Newcastle, Foster’s previous owner.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here