It is looking to appoint a single agency for Strongbow, Scrumpy Jack and Woodpecker, which will provide strategic input into growing the entire cider market. The decision follows a review of its business strategy over the past few months. The company is struggling with debts and must meet a July deadline to refinance £130m of debt.
TBWA/London holds the Strongbow and Scrumpy Jack accounts, while Abbott Mead Vickers BBDO handles Woodpecker.
Strongbow is Bulmers' key brand and its performance is considered crucial to the company's survival. Good Christmas sales meant the brand climbed to number four in the January Nielsen table of top-selling alcoholic drinks.
TBWA/London created the long-running Johnny Vaughan campaign around the 'Live to Loaf' theme, and last year launched a campaign demonstrating the lengths to which people go to work up a thirst.
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