Brown Forman hands Jack Daniel’s retainer to Eulogy

Jack Daniel’s, the UK’s biggest whiskey brand*, has handed a retained PR brief to Eulogy, following a competitive pitch. The agency currently works on other Brown Forman brands including Chambord Black Raspberry Liqueur and Finlandia Vodka.

Eulogy Jack Daniel's

Jack Daniel’s

Eulogy will start work on a 2017/18 campaign for Jack Daniel’s immediately and develop a creative strategy to reinforce Old No. 7’s versatility across both consumer and trade media, as well as celebrate the brand’s heritage through its Taste of Tennessee platform.

Lucie Kaye, head of consumer at Eulogy, will lead the account.

Charlotte Ashburner, marketing manager for Jack Daniel’s, said: “We needed an agency who understood the potential for this heritage brand, had the creative spark to reach our target market and a team we could trust. That’s Eulogy. They delivered a knock-out pitch with creative content at its heart. They are full of passion for the brand and have a deep commitment to our business.”

Kaye added: “We’re all absolutely thrilled to have won the Jack Daniel’s retainer. Over the years we have built a strong relationship with the Brown Forman team, delivering creative, engaging content and campaigns for its brands and we can’t wait to deliver the same for this icon.”

*According to The Grocer’s annual report

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