Fuller’s produces a number of different ales with a history to be proud of. Despite this, Fuller’s was struggling to cut through with young male millennial drinkers.
In 2015, the Rugby World Cup was coming to Fuller’s’ heartland in London. This was a key opportunity for London Pride to connect with younger drinkers.
For the first time, we transformed a historic Fuller’s pub into a dedicated sports clubhouse – the ultimate place to watch the rugby.
We opened our London Pride Clubhouse on key match days. At each event, we provided the a VIP experience; a first-class waitress service, live commentary and interviews with guest rugby legends, allowing drinkers to meet their heroes and chat with them over a pint of London Pride.
We promoted the Clubhouse with ticket giveaways in The Evening Standard, and launched a sponsored tournament analysis column by one of our rugby legends. Events were filmed with highlights were released on social.
Nearly 23,000 people applied for 2,300 tickets to the Clubhouse – a record for an Evening Standard promotion.
37% of people who visited say London Pride is now their first-choice ale.
Most importantly, London Pride volume grew 21% during the trading period, and market share grew 8%.
Beer Marketing Award
Best Print Advertising Campaign 2015