Brand Affair were raising a glass with Fuller’s last night as they picked up a Beer Marketing Award for their 2015 Rugby World Cup campaign.
The awards, attended by the country’s leading breweries and agencies, recognise the very best in beer marketing. The judging panel was comprised of beer writer, Pete Brown, and leading on and off trade operators, beer journalists, bloggers and award-winning marketeers.
With the Rugby World Cup coming into Fuller’s heartland, the campaign aimed to cement London Pride within the rugby territory. Whilst London Pride had always been synonymous with the rugby occasion, there had never been a significant formal association, therefore a credible position had to be created for the brand to communicate and activate around in order to maximise the volume and brand opportunities.
The judges praised the campaign by saying that the “London Pride Clubhouse won because it was a thoughtful, well planned and well executed idea that succeeded by genuinely engaging its target market in a meaningful way. It also exceeded expectations in the results that followed.”
For more information about the awards, visit http://beermarketingawards.co.uk/