Svenska Spel renews F&B Happy as brand agency

Svenska Spel has renewed its contract with F&B Happy as the lead brand-and-design agency for its advertising campaigns. The agency will continue to promote Sweden’s national lottery and state-owned gambling venues.

The Stockholm-based agency’s contract was set to expire in 2025. However, Svenska Spel reviewed new offers through a public procurement process and decided to extend F&B Happy’s role for another two years. The announcement was made on 14 January.

F&B Happy has been Svenska Spel’s trusted creative partner since 2018, when it redeveloped the company’s brand profile. The agency retained its position in 2021, helping Svenska Spel showcase its sponsorship of Swedish teams at the Tokyo Olympic and Paralympic Games.

In 2025, Svenska Spel will revise its marketing strategy. Chief Communication Officer Frank Hojem shared:
“Svenska Spel is undergoing significant strategy and branding changes. We’re updating our communication, visual identity, and customer interactions to bring our purpose to life: creating gaming joy with care and giving back to society. F&B Happy’s expertise in strategy and design is a key asset for this work.”

At the end of 2024, Svenska Spel began the competitive procurement process for its multi-million SEK advertising and marketing account. F&B Happy emerged as the preferred partner again.

Lotta Thiringer, Client Director at F&B Happy, expressed her excitement: “Svenska Spel has high ambitions and a strong focus on branding and communication. Winning this tender is fantastic, and we’re eager to continue building the brand together. This renewal is a testament to our strategic and creative strength in brand design.”

https://lotterydaily.com/2025/01/14/retail/svenska-spel-renews-fb-happy-as-brand-agency/