Halewood International has appointed BJL as the lead agency for its Sidekick and Tsingtao beer brands.

The agency has been tasked with leading the strategic development, brand planning and consumer PR which will be driven by the agency which already works on the full service account for Lambrini.

BJL’s consumer PR team has also picked up the consumer account for Halewood’s Crabbies Ginger Beer.

McCann Erickson Manchester has been assigned to the trade PR account while An Agency Called England will create the advertising campaign which will include television.

Crabbie’s Alcoholic Ginger Beer is being targeted at 18 to 35 year old men and women and has been developed to appeal to consumers who currently drink cider and premium packaged lager.

Richard Clark, marketing controller at Halewood, said, “We have been very impressed with BJL’s strategic and creative support on Lambrini, consistently giving us strong insight and ideas.  They won these three important competitive pitches with smart and innovative strategies and we are delighted to be working with their team across a broader portfolio of brands.”