Beaurepaires NZ recruits new brand hero ‘Mate the dog’ for the latest campaign via DDB NZ

Iconic Kiwi tyre business, Beaurepaires, has bid farewell to their trusted front man of 30 years, Vince Martin, opting for man’s best friend in a fun new advertising campaign by DDB.

After winning the competitive pitch last month, DDB has worked with Beaurepaires to rekindle New Zealander’s love affair with the brand and once more make Beaurepaires a house-hold name.

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Says  Katherine Rushbrooke, Beaurepaires marketing manager: “After 30 years of Vince Martin, the time had come for Beaurepaires to recruit a new hero who cared as much about tyres as we do. It was also important to capture the youthful energy of the brand and its cheeky humour, while ensuring we remained real and Kiwi. It was a bold move stepping away from Vince, but we’re thrilled with the new campaign, and our new spokesperson, Mate the dog.”

Says Mark Lorrigan, creative director, DDB: “It was hard to find someone as expert in tyres as Vince, but we did. He may be a little bit hairier, but he’s loyal, dedicated, and knows a good tyre when he sniffs one. And the best thing, he’s all Kiwi, just like Beaurepaires.”

The brand launch consists of a TVC, POS and retail campaign and kicked off earlier this week, following a presentation to staff late last week.

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Offline: Tim Mauger