Fuller’s, the London brewer and premium pub company, will be releasing a third phase of its Made of London marketing activity to support its leading beer brand, London Pride. The next wave will start on April 22, 2014, and is part of a £3m campaign.
The campaign
As well as advertisements in titles such as Metro, Evening Standard and Time Out, the initiative will also see new cross rail posters appearing in tube stations across the Capital and at a number of rail stations in London and the South East. The activity will also be supported by social media and digital communication.
The activity follows on from two bursts of Made of London advertising in 2013, which have increased brand consideration for London Pride from number six to number one in the brand’s core market and increased top of mind brand awareness by 37%.
At the heart of London and Londoners
The next phase of the Made of London campaign aims to bring to life the stories of London and the people who make us proud of this great city.
Ian Bray, Managing Director of Fuller’s Beer Company, said: “Made of London puts London Pride at the heart and soul of London and Londoners. It has been a very successful campaign with sales in London, during the last advertising period, rising by 8.3% as against the prior year.
“It is a privilege to be the home of London’s most famous beer icon and it’s great to celebrate that role through our advertising. We used our involvement with the recent Virgin Money London Marathon 2014 – another London icon – as a springboard by running a social media campaign featuring anecdotes from the runners, the history of the race and those behind it.
“Following on from this, we will be rolling out a campaign featuring other London-centric tales. We hope that, by continuing to support the activity through social media, other Londoners will reach out to us with their stories too.
“Good beer has been at the heart of London life for many years – as proved by Hogarth’s famous Beer Street painting. The Made of London campaign is a natural build on this.”
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