November 2020: After the success of Camden Town Brewery’s 2019 on-pack promotion, ‘Fresh Beer, Fresh Prints’ returns to shine a spotlight on the freshest creative talent around. The brewery has teamed up with 12 artists to create one-off prints which are available with Fresh Print packs of Hells in nationwide retailers now.
Camden has always had a love for design and wanted to give everyone the opportunity to have great art from the freshest artists to enjoy at home. So, this year, Camden teamed up with YCN’s NEW NOW programme for an open submission to help select the featured artists and find the freshest up and coming talent to collaborate on this promotion.
Launching ‘Fresh Prints’ for the first time last year, Camden experienced an impressive redemption rate of 14%, winning multiple awards from the Institute of Promotional Marketing including first place for ‘Prize Activation of the Year’. The Fresh Prints promotion also won silver for ‘On, In or With Pack Activation’, and bronze for ‘Marketing Management.’
Now back and bigger than ever for 2020, Camden have increased the scale of this year’s promotion by running it across more Hells Lager SKUs, more supermarket stores and will be available on shelves for longer driving more value in store. Not only does the promotion reward Camden fans, it encourages new users to pick up and try a pack of Hells, which from research, the brand knows people love when tried.
Fresh Prints is available across Hells 4, 10 and 12-packs of 330ml bottles, as well as the new addition of 4-packs of Hells cans, in Tesco, Sainsbury’s, Morrisons, Waitrose, Ocado and Asda nationwide.
Andre Amaral, Marketing Director at Camden Town Brewery said: “Great design has always played a big part of what we do at Camden, from the creation of our products to working with a seasonal illustrator each year. We’ve been lucky enough to work with some incredibly talented illustrators and designers over the years, and Fresh Prints is the perfect platform to give people great art in their homes. The promotion is also a great trial driving mechanic for Hells as we know that when they taste our fresh, never pasteurized lager, they love it! Last year’s Fresh Prints promotion was a huge success, so now it’s back and running across more SKUs and more stores nationwide, making great beer and great design available to everyone.”
Redeeming a fresh design print is simple. Within each ‘Fresh Prints’ Hells packs there is a unique code which customers can redeem on the Camden website to claim a free print delivered straight to their door.
Full list of the artists involved in Camden Town Brewery’s 2020 ‘Fresh Beer, Fresh Prints’ promotion:
- Leanne Rule
- Alex May Hughes
- Ella Watson (YCN)
- Aga Giecko
- Erin Ruane (YCN)
- Eve French (YCN)
- Hel Covell
- Sonja Johansson (YCN)
- Ollie Silvester
- Thomas Hedger
- Jean Phillipe Calver
- Hollie Fuller (YCN)
About Camden Town Brewery:
Camden Town Brewery is a leading brewery based in North London and the home of Hells Lager. Founded by Jasper Cuppaidge, the team began brewing under the railway arches in Camden in 2010 and opened a second brewery in Enfield in July 2017. The Enfield brewery is the largest brewery to be built in London in over 30 years.
Camden Town Brewery’s core range consists of five beers including its award-winning Hells Lager and the brand’s newest launch – Off Menu IPA. These beers are available in all major supermarkets as well as around 3,000 pubs, bars and independent retailers.
Alongside the core range, Camden Town Brewery releases several limited-edition Seasonal Hells lagers each year and smaller batch innovations and collaboration beers under its ‘Arch 55’ series.
In May 2020, Camden rebranded Camden Hells to Camden Heroes in support of Healthcare workers across the UK. All proceeds from sales of the beer were donated to NHS charities, and NHS workers were able to claim a 6-pack of the beer for free.
The brewery also launched a virtual pub called THE CAMDEN BRE.WWW.ERY BAR, which hosted a series of programmed entertainment including pub quizzes, live music, cookalongs and much more. All events aimed to raise money for Hospitality Action’s COVID-19 Emergency Fund.
Camden Town Brewery continued support for Hospitality Action’s COVID-19 Emergency Fund by hosting an auction on Twitter for the most valuable pint of Camden Hells ever poured, which was delivered (at a safe two metre distance) to one lucky beer fan’s front door. The pint sold for £800, which Camden matched and donated to the hospitality charity.
Finally, in July, the brewery created a one-off beer called ‘To The Pub’. The American Pale Ale was brewed to support and celebrate the pub industry in its time of need by giving them kegs of the beer for free.
Press release from W Communications on behalf of Camden Town Brewery
For more information on Camden Town brewery, visit www.camdentownbrewery.com and IG @camdentownbrewery