Spirit brand Jägermeister has appointed Clarion Communications to handle a joint consumer and trade PR campaign across a range of brand building programmes.
The brand has tasked Clarion with working alongside its music manager Tom Carson, to support its gig and festival activity for this year.
The four-way-pitch process was with both UK distributor Cellar Trends and the Jägermeister head office team in Germany.
Terry Barker, director of marketing for Cellar Trends, said: “Clarion won the business because they demonstrated a high level of professionalism in their strategic thinking and approach. We feel they will bring very relevant experience from the worlds of both drinks and music.”
The campaign will begin this month, and will be headed up by board director Lucy Allen.
Gary Freemantle, CEO for Clarion Communications, added: “The contract includes a campaign targeting trend-setting 20-30 year old male consumers, a corporate reputation campaign, and a drive to encourage the serving of Jägermeister ice cold.
“It’s a very exciting brand and we’re delighted to be working with Jägermeister in an area we know so well.”