Skelmersdale’s Loaf Creative secures 'The Crabbie's Grand National 2014' account

Aintree Racecourse has appointed Loaf following a competitive five-way pitch in June.

Loaf will be responsible for all marketing communications, on and offline, including campaign photography, video, and the development of a bespoke website. Loaf's campaign will independently communicate the appeal of each of the three 2014 Grand National festival days while raising awareness of the entire festival

The campaign centres around the concept 'The Grandest Show, The Greatest Drama.', encapsulating the essence of the Grand National.

Nadine Mansfield, head of marketing for The North West Region of The Jockey Club, commented: "In Loaf we have found an agency who truly understand what The Crabbie's Grand National event requires in order to help us create something unique and different to what has been done before. It’s important that we communicate The Crabbie’s Grand National in a way that resonates across a number of audiences and in different environments. We’re really excited about seeing the 'Grandest Show, The Greatest Drama' campaign theme come alive.” Dave Mullen, creative director/co-founder of Loaf said: "In our opinion, The Crabbie’s Grand National is the last great sporting event that the nation stops for. We are tremendously proud to be able to play a part in maximising awareness of the three day festival which culminates in this amazing sporting spectacle. Our success in winning this prestigious piece of work in the face of strong competition is testament to the ability of our team to produce and deliver effective, creative campaigns to a worldwide audience."