LONDON — Soft drinks firm Britvic has selected Cirkle to handle B2B communications in the UK for its portfolio of brands, including Robinsons, Fruit Shoot, Tango and J2O, as well as Pepsi, 7Up, Lipton and Gatorade from its partnership with PepsiCo.

The account, which was won after a competitive pitch with at least six agencies, had been held by Publicasity since 2009.

Starting in October, Cirkle will run an integrated programme for at least two years, helping the FTSE 250 company to stand out in the competitive soft drinks sector among its licenced, grocery, convenience and foodservice audiences. The account will be led by senior director Annemarie Penderis.

Britvic commercial operations director John Campbell said: “The Cirkle team were unparalleled in their understanding of our marketing and sales channels and how to engage and influence stakeholders across the breadth of our brand portfolio. Their creativity, dynamism and passion shone through and we’re excited to start a new chapter with them.”

Ruth Kieran, Cirkle MD, said: “We’re really proud to welcome Britvic and its stable of iconic brands and are very much looking forward to implementing campaigns which demonstrate its support of retailers and licenced operators.”

Britvic – which is the largest supplier of branded soft drinks in Britain – joins the agency’s portfolio of other multi-brand clients including Ferrero, Pernod Ricard UK, GSK, Premier Foods, and recent wins including Birds Eye and Bosch Smart Home.