Fuller’s unveiled London Pride Unfiltered at Craft Beer Rising at the Truman Brewery in London’s Brick Lane. The launch was being described as the biggest for the brand in a generation, as it deviates from the traditional cask ale serve for which Fuller’s is known. London Pride Unfiltered is served colder in 30 litre kegs, and the pasterisation and filtering process is skipped to enhance the flavour experience. Given that one of the key elements of the new offering is its ‘unfiltered’ quality, we were keen to channel that idea into the activation itself. The brand’s space at Craft Beer Rising was bold and graphic, with no aspect being stripped back or dialled down.
I developed all supporting comms for the event and stepped-in to shoot the product itself on-site at the Brewery in Chiswick with 12 hours notice, ensuring we had the assets required for a deadline the next day! Capturing the unique hazy quality of the ale and it’s increased Co2 (over cask London Pride) was a challenge but was captured perfectly in the final images.
The unique folding trade presenter was a great success and went on to be animated for distribution as digital content.
