The £4m campaign, created by Mother, will see a TV execution breaking today (Wednesday) alongside a radio and online campaign based around a website at www.anyoneforpimms.com.
The brand will also launch a book, Burnt sausages and perfect Pimms, in June, with celebrity endorsement from actress Maureen Lipman, chef John Torode, and ex-BBC News royal correspondent Jenny Bond.
Pimms is planning to introduce a one-litre premix bottle, tested last year, in the off-trade. There will also be an expansion of the draught Pimms variant that was trialled last year in 350 pubs and bars, including branches of JD Wetherspoon.
_1.jpg)
.jpg)
