Fuller’s launches phase three of London Pride Made of London Campaign

Fuller, Smith & Turner P.L.C., the London brewer and premium pub company, will be releasing a third phase of 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.

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 brands core market¹ and increased top of mind brand awareness by 37%.

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 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.”

                                                                                                                                

Ends

For further information please contact the press office:

Georgina Wald                                                  020 8996 2198                    georgina.wald@fullers.co.uk

Allie Hunter                                        020 8996 2175                    allie.hunter@fullers.co.uk

Notes to Editor

Note 1 – according to YouGov Brand Index Survey.

Fuller, Smith and Turner P.L.C. is an independent traditional family brewer founded in 1845 and is based at the historic Griffin Brewery in Chiswick, London, where brewing has taken place continuously since 1654. The Company runs 176 managed pubs and hotels, with a focus on outstanding cask ale, great wine, exemplary service and delicious fresh, home-cooked food. The Company boasts 623 boutique bedrooms in its managed estate and also operates 208 tenanted pubs. Fuller’s pub estate stretches from Brighton to Birmingham and from Chew Magna to Canary Wharf, including 166 locations within the M25.

The Fuller’s Beer Company brews London Pride, 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. In June 2013, the Company acquired Cornish Orchards, a craft cider maker producing a range of award-winning ciders and premium soft drinks. Fuller’s also imports and markets a number of beer and wine brands.