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By Ishbel Macleod, PR and social media consultant

August 28, 2014 | 2 min read

Betfred is looking to align its brand with entertainment in its latest campaign, featuring two ‘dudes’ playing keepy-uppy as they walk down the street.

Created by Brothers and Sisters, the ad will run across TV, digital and press, as well as running in store, following an unbranded teaser trailer of the duo attempting to get themselves signed to the Premier League (below).

"This is more than just the launch of an ad campaign. The Dudes are the new Betfred characters that we aim to grow and build over time. They represent the fun you get with Betfred and you'll be seeing a lot of them in the coming years,” said Andy Fowler, Brothers and Sisters founder and executive creative director.

As the first ad campaign for the new Premier League season by Betfred, Brothers and Sisters had been briefed to position Betfred as a fun and friendly betting brand.

Gemma Strath, Betfred group marketing director, said of the campaign: “After a competitive pitch we selected Brothers and Sisters and we have been delighted with their creative and how we have worked together to execute it. It is very different for a betting company but we are confident that our new campaign will stand out in a very cluttered market place. The Betfred brand is all about entertainment and fun and that's what this new campaign conveys."

Mediacom Manchester handled the media planning and buying for the campaign.

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