Fuller's launches Frontier Fridays
Frontier gets a new look, promoted through extensive digital campaign
Frontier, the London Premium Lager from Chiswick-based Fuller, Smith & Turner, is set to benefit from a wide-reaching social media campaign promoting Frontier Fridays. Frontier fans can enjoy a free pint of their favourite beer between 1pm and 5pm every Friday for four weeks from 28 September 2018 to 19 October 2018. The promotion coincides with a new look and feel for Fuller’s second biggest selling brand.
Running across Instagram and Facebook, and supported with a targeted email campaign, a series of short videos will put the ultimate Friday afternoon question to the viewer – work or pub? In return for choosing pub, the customer is sent to www.frontierfridays.co.uk to receive a code for a free pint in a participating Fuller’s managed pub. Frontier fans can get one code per week – and those who have already signed up will receive a handy prompt for the other Frontier Fridays. The campaign will launch on Monday 24 September 2018.
The activity is part of a support package for a sleek new look for Frontier, which highlights the brand’s independent, London heritage. The new branding will provide greater stand out on the bar with the yellow colour, that is synonymous with Frontier, coming to the fore. The new look runs across both on and off trade, with a new, bespoke font, keg lens, glassware, bottle, can and multipack outer packaging for the grocery trade.
Fuller’s Marketing Director, Jane Jones, said: “Frontier is coming of age. It’s been in growth since its launch in 2013 – but until now, it’s been mainly rooted in the craft beer category. We know the beer is superb and cuts right across the premium lager market – and we now feel the time has come to raise our game, highlight Frontier’s credentials as a London premium lager and attract even more drinkers to this fantastic beer.
“The new livery will give the beer real presence on any bar – it’s stylish, bold and yet has a nod to the authenticity that comes from being brewed by London’s longest-standing independent brewer. At the same time, the digital marketing activity we are using to support the rebrand will ensure we target the right drinkers at the right time – just as they are making the decision on how to spend their precious Friday afternoon. We know our drinkers are responsible though, so we are expecting to see a lot of them redeem their vouchers quite close to the 5pm deadline!”
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 180 Tenanted pubs and 206 Managed Pubs and Hotels, with a focus on delicious fresh, home-cooked food, outstanding cask and craft ale, great wine and exceptional service. The Company also has 781 boutique bedrooms in its Managed estate. The Fuller’s pub estate stretches from Brighton to Birmingham and from Bristol to the Greenwich Peninsula, including 173 locations within the M25. In June 2018 Fuller’s acquired Bel & The Dragon, comprising six stunning country inns (included in the pub numbers above), and the Company also owns The Stable, a craft cider and gourmet pizza restaurant business, which has 17 sites in England and Wales.
The Fuller’s Beer Company brews a portfolio of premium beers including London Pride, Frontier Premium London Lager and a variety of cask and craft keg beers supported by a changing seasonal range. The Company owns Cornish Orchards – a craft cider maker producing a range of award-winning ciders and premium soft drinks – and Nectar Imports, a wholesale drinks business. In February 2018, Fuller’s also acquired Dark Star Brewing, a craft cask brewer based in Sussex.
For further information and photography, please contact the press office:
Georgina Wald 020 8996 2198 [email protected]
Joanne Steward 020 8996 2135 [email protected]
Alice Monteath 020 8996 2175 [email protected]