London Pride, the number one premium ale among London’s drinkers, aims to get the capital talking as phase two of its £3 million ‘Made of London’ advertising campaign launches this month.
Celebrating London Pride’s link with London!
The ‘Made of London’ campaign, designed to celebrate London Pride’s intrinsic link with its namesake city, will see full-page advertisements in titles including the Metro, Time Out, the Evening Standard and ES Magazine from late September until mid-November. In addition, outdoor advertising will appear on billboards across London’s rail and underground network while POS will be displayed in pubs across the city.
The striking adverts will tell intriguing stories about the much-loved ale and its deep-rooted heritage in London. Among the stories is the tale of the Griffin, a magnificent creature who adorns every bottle of London Pride and who has sat on the brewery wall, high above the Thames, keeping her watchful eye over the fine ales brewed there for the last 175 years.
Phase one of the campaign struck a chord with Londoners earlier this year, with the brand shooting from sixth to first place in the purchase intent league table of beers among Londoners according to YouGov’s Brand Index.
The second burst of activity is expected to reach a further 7.7 million adults in London, with the total number of impressions reaching a target audience of 108 million ABC1 men.
Wade Crouch, Head of Marketing at Fuller’s, said: “Within this market, provenance is hugely important to consumers, but despite its popularity in London, many of our customers were unaware of London Pride’s links to the city and some didn’t know it was brewed in London. By highlighting the brand’s history and provenance, the advertising really resonated with them – our brewery tour was fully booked for six weeks off the back of the phase one advertising. With phase two of Made of London, we continue to tell the fantastic stories that have made London Pride what it is today.”
Fuller, Smith and Turner PLC is an independent traditional family brewer founded in 1845 which remains on its original site at the Griffin Brewery in Chiswick, London. The company has two trading divisions – Fuller’s Inns and The Fuller’s Beer Company.
Fuller’s Inns runs over 385 quality pubs, bars and hotels across the south of England. The Fuller’s Beer Company brews London Pride, the UK’s leading premium cask ale, as well as a portfolio of award-winning ales such as Chiswick Bitter, ESB and 1845. Three of Fuller’s beers – London Pride, ESB and Chiswick Bitter – have been named as CAMRA Champion Beer of Britain, a record unmatched by any other brewer.