One of Cumbria's most loveable brands has taken on a global advertising guru as its chairman.

Ex-Saatchi & Saatchi boss and regular in-Cumbria magazine columnist Kevin Roberts has joined the flock at the Herdy company, which is inspired by Cumbria's iconic Herdwick sheep.

Kevin, who has a house at Grasmere, was announced as chairman at the launch of herdy's new Kendal shop.

Diane and Spencer Hannah, who founded herdy 10 years ago, appointed Kevin with a view to further growing the popular brand.

Herdy played a major role as the face of the successful Lake District World Heritage Bid and has helped Cumbria's upland fell farming community through the herdyfund.

Mrs Hannah said: “We are essentially a design-led business, with every item designed in-house from conception through to point of sale.

"Kevin brings a wealth of experience at the highest level of design and branding and we are very excited about the future of herdy.

"We have been working with Kevin for the past three years during which time the company has grown by 150 per cent, however we have also nurtured a friendship and special relationship, it feels as though nothing is impossible with Kevin on board.”

She was backed by Mr Hannah, who described Kevin as a "true advocate for Herdy."

Mr Roberts said: “In this world where there is a lot of uncertainty and fear, Herdy stands out as a brand which makes people smile and brings happiness into peoples’ lives.

"There are no moody Herdys. I’m a Herdy fan, all my family are, kids are, adults are. People rave about Herdy and I just love the ethos, it’s fun but not frivolous and it’s truly responsible.

"I’m thrilled to be part of it, to work with Spencer, Diane and the Herdy team. It’s about to get very exciting.”

A former president and chief executive officer of Pepsi during the late 80s and early 90s he became famous for turning round Saatchi & Saatchi as its worlwide CEO between 1997 and 2016.

Earlier this year he was appointed chairman of the UK communications agency Beattie Group.