I was lead creative for this integrated campaign to support the rebrand of Fuller’s London Pride. A consumer on-pack promotion ran in tandem with a campaign to educate the trade on the benefits of offering cask ale and how to achieve the perfect serve. When shooting assets for these campaigns we took the opportunity to create a vast asset library for Fuller’s to use for London Pride moving forward.
WIN THE RIDE WITH PRIDE EXPERIENCE
Having recently undergone a rebrand, London Pride, Fuller’s iconic and Original Ale, gave consumers the opportunity to win the ultimate and most original London experience. By purchasing London Pride in selected pubs and retailers, consumers would receive a unique code that they could use to enter into the draw via a microsite. Each month one lucky participant won a weekend in London for up to four people, touring the capital in an iconic Fuller’s branded black cab as part of an expenses paid Ride With Pride experience. With both London Pride and the city’s famous black cabs being renowned for their knowledge and expertise, the tour took the winners to sites and venues in London that are unique, original and full of character. Consumers could also win thousands of bottle openers, t-shirts and stress taxis as well as limited edition diecast London taxis via the microsite as part of the campaign.
Lesley Stears, Marketing Manager at Fuller’s said, ‘London Pride is a fantastic brand that is synonymous with both expertise and London – something it shares with the city’s world famous black cab drivers. The campaign celebrates this relationship by rewarding thousands of London Pride drinkers with the chance to win a fantastic trip to London.’
The campaign also gives Pub Managers, Owners and Employees the chance to experience a London Pride Cask masterclass at the Chiswick brewery.
