St Luke's, which also handles Heineken's Strongbow cider, will now work on television, print, outdoor and online activity that aims to strengthen Bulmers' positioning against competitors such as the C&C-owned Magners.
C&C recently extended its portfolio of cider brands to include Gaymers, Blackthorn and Olde English after buying The Gaymer Cider Company.
The Glasgow-based Frame has handled the UK advertising account for Bulmers since 2006, when it secured the UK launch brief for the brand.
It has produced a number of TV ads since, including the launch campaign featuring Bulmers bottles swimming up a river and the 2008 'British summertime' work.
Heineken took ownership of Bulmers and Strongbow after buying Scottish & Newcastle in 2008.
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