Tomatin Distillery hands UK PR brief to Frank’s Scottish arm, McFrank

McFrank, the Scottish arm of Frank, has been appointed by Tomatin Distillery to handle its consumer and trade PR within the UK for its core range.

Tomatin is owned by Japan-based Takara Shuzo and was recently named ‘Distiller of the Year’ at the Icons of Whisky Awards. Tomatin currently ranks in the Top 10 Single Malt brands in the USA.

Glasgow-based McFrank, which won the retained brief following a competitive pitch, will oversee two new limited-edition releases in March and July.

The agency will also support Tomatin’s in-house marketing team to leverage the brand’s partnerships with The Balmoral Hotel and Belladrum Tartan Heart festival.

McFrank will also lead on Tomatin’s influencer targeting, which will focus on championing the brand’s more affordable products in a bid to attract younger, trendier entry-level whisky drinkers.

Jennifer Masson, marketing manager at Tomatin Distillery, said: “The Tomatin brand is in a great position following substantial investment in a recent brand overhaul. We’re excited to be working with McFrank to build on this momentum and take the brand to the next level.

“We were impressed by their creative approach to building our brand with our target audiences; the unique ideas and their relevance to our brand led them to being the clear choice to enable us to continue to grow the brand in both domestic and export markets.”

Claire Morrison, McFrank’s GM, added: “Tomatin is one of the fastest growing single malt brands in the world and we’re very excited to be on board. Despite being over 120 years old, the brand doesn’t take itself too seriously and remains hugely ambitious, which means we’ve had lots of fun developing the programme for the year ahead.”