News / 11.02.21 / 4 min read

Mr B & Friends selected to lead the Regina account

The new year has continued on a high with Mr B & Friends appointed as the primary brand and marketing agency following a pitch.

Mr B & Friends selected to lead the Regina account

Regina is part of the Sofidel Group, one of the leading global manufacturers of tissue paper for hygienic and domestic use. Regina is its most recognised range of products, with Blitz household towels, Seriously Soft and Seriously Strong toilet tissue and XXL kitchen roll among its core brands. The agency will lead the brand, creative and campaigns for Regina as it seeks to grow its share of the UK market.

Simon Barbato, CEO of Mr B & Friends, says, “We’re delighted to be chosen as Regina’s lead brand agency in the UK. The appointment marks a strong start to the year for us and we’re pleased to add Regina to our growing portfolio of FMCG clients.”

Mr B & Friends previously worked with Regina UK on a standalone project for pet cleaning towels, before being invited to pitch for the primary range at the end of 2020. The agency will be providing expertise in strategy, communications and campaign planning, as well as developing creative and digital campaigns and delivery.

Graeme Bralsford, Marketing and Sales Director at Sofidel UK said, “Having previously worked with the Mr B & Friends team, we felt they understood our brand and values. We love their clarity of thinking and creative excellence. We’re excited to see what we’ll achieve together.”

Executive Creative Director Steve Richardson, says, “We love FMCG work. Sofidel have some much-loved household brands and to renew acquaintances with the client team has provided brilliant chemistry and spark to our work. Looking forward to 2021 and beyond.”

Work has begun work on the account with virtual introductions to the Regina team and agency partners as well as developing campaigns for the coming year.

Sarah Dennis

Marketing Director