Betfred to launch first brand campaign

29 August 2014

Bookmaker Betfred is to launch its first brand campaign in partnership with the Brothers and Sisters advertising agency, according to various reports.

The agency, which was appointed by the bookmaker to its creative account earlier this year, will run the new advert across television, digital and press, as well as in Betfred stores.

The new campaign features two ‘dudes’ playing football as they walk down the street.

Brothers and Sisters will also run an unbranded teaser trailer of the pair attempting to get themselves signed by a team in the English Premier League top-flight club football competition.

The agency said it will attempt to build and grow the two characters over time so that they become affiliated with the Betfair brand.

“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,” Brothers and Sisters founder and executive creative director Andy Fowler said, according to Thedrum.co.uk.

“They represent the fun you get with Betfred and you'll be seeing a lot of them in the coming years.”

Gemma Strath, group marketing director of Betfred, added: “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.”

Related article: Betfred appoints Brothers and Sisters to creative account