Britvic has appointed Jaywing for a major digital marketing brief following a competitive tender process, which will see the agency support the company’s inhouse digital teams across its soft-drink portfolio.
Working across the seven brands of Tango, Robinsons, Fruit Shoot, London Essence, Purdey’s, Aqua Libra and J20, Jaywing will work in close partnership with Britvic’s Digital Centre of Excellence, to enable and inspire its marketing teams to deliver consistent, engaging platform-specific digital, brand and PR campaigns.
With Jaywing working on strategy, production and execution, the idea is to bring media and creative closer together to engage with consumers through optimised, mobile-first content and campaigns across the digital space. Work is already underway on the Tango and London Essence brands in the run-up to Christmas.
Britvic uses a raft of agencies across its brand portfolio; VCCP handles J2O, Tango and R Whites, Saatchi & Saatchi runs the Robinsons account and Leagas Delaney handles London Essence, Thomas & Evans and Monte Rosso. BBD Perfect Storm has also worked on the business while M/Six spearheads the media account.
Britvic head of digital marketing Alice Rowley said: “Jaywing really showed an understanding of our brands, our digital strategy, and our ambitions to help drive our business forward. Together, we’re looking forward to producing campaigns that engage with our brand audiences and deliver exciting work across 2020.”
Jaywing managing director Brían Taylor added: “We’re very excited to have been appointed by Britvic as lead agency across such a compelling suite of household names. With a heritage in both FMCG and marketing to Gen Z, Britvic’s portfolio plays to our strengths as an agency and we are looking forward to delivering exceptional work.”
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