The PR side to next week’s relaunch will be handled by Launch PR, whose brief is to unveil the character’s new look to the media. A wave of television advertising will feature the character, who will promote products such as Jelly Beans and Murray Mints.
Bertie, created in 1929, has not been used for the past ten years, and previously only fronted Liquorice Allsorts.
The account is to focus on a teaser, news and consumer media lifestyle push, including a possible glimpse of Bertie’s home in OK! magazine.
Agency MD Johnny Pitt will lead a team of five, reporting to Cadbury Trebor Bassett director of communications Carmel Hogan.