For the first time ever, the brewing industry is united in one single vision and is working together to celebrate the very best of brewing in the ‘Let there be beer’ campaign that launches on 29 June.
Frank PR has taken on the consumer PR and RKCR/Y&R has developed the creative strategy and new TV ad. Mindshare is engaged in the media buying and social media elements of the campaign.
The campaign will involve a multi-platform programme of activity including a national TV ad campaign, broadcast partnership with Channel 4, celebrity associations, social media content programme as well as consumer PR.
First of its kind industry support
The first of its kind collaboration comprises some of the world’s biggest brewing companies, national brewers, publicans, retailers, organisations such as the British Beer & Pub Association (BBPA) and support from the Campaign for Real Ale (CAMRA) and the Society of Independent Brewers (SIBA).
Reigniting the public’s love of beer
Let There Be Beer’s ambition is to reignite the public’s love of beer and restore lagers, ales, bitters, pilsners and stouts firmly in the nation’s heart, wherever they are enjoyed, whilst highlighting the significant role brewing plays in supporting the economy. Let There Be Beer wants to encourage a reappraisal of beer and will be focussing on demonstrating the diversity of the category, with a big focus on pairing beer with food and celebrating the social side of grabbing a beer with mates.
Andrew Bloch, group MD and founder of Frank PR, commented: “Being for the entire beer category rather than any one type or brand, Let There Be Beer poses an exciting opportunity for us as we aim to bring the nation back to beer, benefiting the beer category as a whole. Beer and the brewing industry are rich in tradition and of great economic importance in the UK, so we of course jumped at the chance to be part of a campaign that is set to be an iconic moment in British beer history.”
Inge Plochaet from Let There Be Beer said: “This collaboration is a first for the brewing industry and we are united in our passion for beer. Let There Be Beer is a rallying cry to the nation to remember just how good it is to have a beer, getting Brits rediscovering beer all over again and trying it on occasions which they might not have considered before. We are pleased to be working with partners who share this enthusiasm and can deliver a creative, behaviour change campaign for us.”