Fuller, Smith & Turner P.L.C. launches ‘Pride Loves Pride’ campaign
London Pride Unfiltered – Official Beer Partner of the Pride in London Parade.
London Pride Unfiltered, the craft keg beer from London-brewer Fuller’s, is showing its support for Pride in London on 7 July 2018 by becoming the parade’s official beer partner. The move is supported with a Pride themed campaign and bespoke iconic branding around London Pride Unfiltered as well as an increased presence on social media, in tube stations and with promotions and specially-designed point of sale in Fuller’s pubs along the route.
Pride in London aims to provide a platform for every part of London’s LGBT+ community. It seeks to raise awareness of issues, and campaigns for freedoms that will allow all people, regardless of gender or sexual orientation, to live their lives on a genuinely equal footing.
The Fuller’s pubs in and around the route include The Iron Duke, The Jack Horner, The Ship in Wardour Street, The Red Lion Mayfair, The Sun & 13 Cantons, The Lamb and Flag, The Roundhouse, and The Admiralty.
These Fuller’s pubs will be celebrating the Parade, with similar vibrancy as they sport London Pride Unfiltered glassware, Pride loves Pride themed t- shirts worn by staff, bespoke Pride Loves Pride themed keg lenses and colourful beer mats.
The partnership is also being marked with an imaginative outdoor campaign including side by side 48 sheet cross track posters at Oxford Circus with the messages “You wait hundreds of years to see a gay beer ad” on the first, and “And then two come along” on the second. The campaign will also include an upweighted social media presence with posts including “Born this way” and “You won’t catch us coming out for a day – we’re London Pride 365 days a year.”
To encourage the party atmosphere during the Parade, brand ambassadors will be handing out two-part vouchers that can be exchanged, if both parts are present, for two pints of lovely cold London Pride Unfiltered.
This campaign was created by London based advertising agency Recipe. Matt Waller, creative director at Recipe said, “London Pride Unfiltered and Pride in London are the perfect partnership, (if you don’t believe us just Google London Pride.) London Pride is a young and vibrant brand reaching out to an audience that has often been overlooked by traditional brewers. The ‘Pride Loves Pride’ campaign creates loads of opportunities to join in and support the ongoing efforts of Pride in London. We hope this is just the start of a long and fruitful relationship.
“For too long beer advertising has been peddling outdated ideas of the male beer drinker and their views. The best way set the record straight is to lampoon it.”
Jane Jones, Director of Marketing at Fuller’s, said: “Pride in London is a great fit for Pride, but it doesn’t just share the same name; we share the same values of authenticity and independence, being a long-standing part of the fabric of London’s rich and varied culture since 1959. The Pride in London Parade is as revered as our beer and this link allows us to bring these two icons together, leading to a perfect partnership.”
While most keg beers are filtered and pasteurised, London Pride Unfiltered is brewed using minimal processes, to retain as much of its natural flavour as possible. It is brewed to the same recipe as London Pride Original and dry hopped for added character.
Read more on Fuller’s Blog: https://www.fullers.co.uk/blog/london-pride-articles/lpride-loves-pride
London Pride Social:
More about London Pride Unfiltered: https://www.fullers.co.uk/beer/explore-our-beers/london-pride-unfiltered
Notes to Editors
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 179 Tenanted Inns and 199 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 724 boutique bedrooms in its Managed estate. The Fuller’s pub estate stretches from Brighton to Birmingham and from Bristol to the Greenwich Peninsula, including 170 locations within the M25. Fuller’s owns a 76% stake in 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, Oliver’s Island, ESB, Organic Honey Dew and Frontier Lager. The Company owns Cornish Orchards, a craft cider maker producing a range of award-winning ciders and premium soft drinks. Fuller’s is also the UK distributor for Sierra Nevada, the premier US craft beer. In December 2015, Fuller’s acquired a 51% stake in Nectar Imports, a wholesale drinks business and in February 2018 it acquired Dark Star Brewing, a craft cask ale brewer based in Sussex with brands such as Hophead and American Pale Ale.
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]
Recipe is a London-based creative agency. Independently owned, clients include Coca-Cola, glaceau smartwater, Schweppes, Birds Eye, 888 Holdings (888poker, 888sport, 888casino, Wink Bingo), AB World Foods (Blue Dragon, Pataks), Fuller’s, Audible, St John Ambulance and Porcelanosa.
Recipe is an agency built to do the impossible – to deliver on the elusive Good-Fast-Cheap triangle – or put another way – a harmonious balance of quality, speed and value. Everything we do, from brand strategy to creative solutions through to content production and media, is all part of our full service, in-house offering. For more information on Recipe, please contact [email protected]