By Ishbel Macleod, PR and social media consultant

September 12, 2013 | 2 min read has today announced a brand strategy and creative direction as it launches its ‘You’ll love a bit of Betfred’ campaign.

Created by BJL, the £10m UK marketing investment looks to encourage betting and gaming fans to focus on the enjoyment of interacting with the brand.

Under the new ‘You’ll love a bit of Betfred’ strap line, the first ad sees users treated to their own special celebration each time they engage with the brand through one of its products, with musicians and dancers appearing.

Tom Richards, creative director at BJL, described the campaign as ‘unmistakeably feel-good and unashamedly enthusiastic’, adding: “what better way to celebrate the Betfred experience than with a personalised carnival, particularly as we edge towards the spectacle of the 2014 World Cup in Rio”.

The adverts are set to launch on BskyB and BT Sport this weekend.

Chris Sheffield, managing director at said: “Betfred is all about the customer experience and the enjoyment of being able to get involved in the action regardless of the result. The personal carnival concept from BJL conveys that perfectly, emphasising the welcoming, inclusive personality of the brand and the importance of the overall experience to our customers.”

Media strategy for the campaign is being handled by Mediacom Manchester.

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