Jack Daniel's chooses Halpern for UK PR push

Jack Daniel's Tennessee whiskey, owned by Brown-Forman, has named Halpern its new UK PR agency after a competitive selection process. Halpern will be responsible for developing and executing a consumer PR strategy to boost brand awareness and relevance among new audiences.The agency's focus will be on crafting creative campaigns with a cultural twist. This aligns with Jack Daniel's goal of reaching new demographics in the UK market. Halpern takes over from Tin Man Communications, which previously held the account, but Jack Daniel's had been without a PR agency for roughly 18 months.Halpern's work will encompass Jack Daniel's No. 7 Tennessee Whiskey and flavored offerings like Honey, Fire, and Apple. The agency will develop a strategic media plan that includes influencer partnerships and engaging consumer activations.UK head of Jack Daniels Eduardo Toledo said: ‘‘We are delighted to welcome Halpern as our new partner. Their innovative approach, deep understanding of the brand, and passion for creative storytelling truly set them apart during the pitch process. We are confident that Halpern will help us craft compelling and creative opportunities that resonate with our consumers and further enhance Jack Daniel’s legacy in the UK.”