H&K landed a one-year brief to promote the competition, the first round of which took place last week, following a pitch against Golin/
Harris Weber and another, undisclosed, agency that started more than a month ago (PRWeek, 11 July).
The Football League tournament had been sponsored by Coors’s Worthington brand for five seasons, but a three-year sponsorship deal with sister lager brand Carling was unveiled in June.
H&K senior account director Jamie Wynne-Morgan said PR activity would seek to position the Carling brand as ‘contemporary but not laddish’ with ‘player-led, aspirational’ photography to appeal to 18 to 24-year-olds.
The agency will also act as Coors’s press office for the tournament and develop one page of editorial to run in each matchday programme.
Wynne-Morgan leads an account team reporting to the brewer’s head of sponsorship Stuart Cain, who co-ordinated the pitch.
The second round of the Carling Cup will be played in the week commencing 22 September.