London Pride's marketers on life after Top Gear's James May

London Pride: new advertising tells stories
London Pride: new advertising tells stories

Fuller’s, the brewer of beers such as London Pride and ESB, is undergoing a marketing-led restructure as part of a plan to become a brand-led company.

Over the last year, it has bolstered its marketing team - adding digital expertise - and is revamping brands such as its Honey Dew ale. In an attempt to tap into the interest in craft beer, last month Fuller’s rolled out Frontier, a product it describes as a "new wave craft lager".

But most of the brewer’s attention has been focused on overhauling the marketing of London Pride, its biggest brand.

A new positioning for the brand, ‘Made of London’, went live in May across press, outdoor and digital. The campaign, created by agency The Corner, aims to bring to life the heritage and provenance of the ale by championing its links to the capital through story-telling. A second phase with new stories is due out in October.

The campaign replaces London’s Pride work featuring Top Gear presenter James May which was built around blokey humour, using the strapline, "Whatever you do take pride".

Marketing caught up with Fuller’s marketing director Wade Crouch and brand manager Jonathan Norman at its Chiswick brewery and HQ to find out more about the repositioning of the brand.

What’s the thinking behind the new London Pride campaign?

JN: We did quite a bit of work at the back end of last year in terms of segmentation, motivation and attitude. What we found was that the brand was still strong - there’s a really loyal base to it - but what we hadn’t necessarily done was move with the times. People thought of London Pride as "traditional" and "a good pint" but nothing exciting. What we are trying to do is deliver that level of interest.

Why did you move away from the previous strategy?

WC: It’s a complete step change from James May. We were just reinforcing the message that consumers already knew, we weren’t giving them anything different so we didn’t want to go down that route again. It’s like preaching to the converted. They loved it, they drank it but it didn’t really appeal to anyone else.

That was the challenge we had, making London Pride more interesting, not just for current drinkers but for lapsed drinkers and other ale drinkers.

So is this also an attempt to target a younger demographic?

WC: What we didn’t want to do was alienate our current drinkers, it’s just about getting interested people to reassess the brand. They haven’t fallen out of love with the brand, they’re just trying new things. If younger drinkers come on board, fantastic.

What response have you had to the new campaign?

JN: Really good. We’ve had some pretty good feedback, people are enjoying finding out about the stories. One consumer wrote in and said it brought a tear to her eye. A lot of people didn’t know that we were still based in London. The brewery tour was fully booked for six weeks off the back of the advertising.

People often have mixed feelings about London. Did you not worry about anchoring the advertising so firmly to the capital?

JN: Within this market, provenance is hugely important to people. It roots us and helps us create those stories.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer