London Pride launches new marketing programme

Fuller, Smith & Turner P.L.C., the London brewer and premium pub company, has rebranded its most famous beer, London Pride. To help support the new-look London Pride, Fuller’s has launched a social media campaign, Confessions, and a country-wide pump clip changeover.

The new social media campaign, Confessions, sees people come clean to their dads about secrets they’d previously kept to themselves, over a pint of London Pride. Filmed in The Hand and Flower, Hammersmith, the unsuspecting dads had been told they were going to a beer tasting, but their children reveal the truth on camera – the result is a film full of touching moments. The campaign will run on London Pride’s social media platforms throughout October.

Jane Jones, Fuller’s Marketing Director, said: “This campaign works because it’s simple yet effective. We’ve used a simple occasion, going for a pint with dad, and put a spin on it. We wanted to show people bonding over a pint and this film captures that perfectly. The revelations and reactions we managed to capture on camera are incredible.”

As part of the rebrand, Fuller’s 186 Tenanted pubs and 198 Managed Pubs and Hotels have updated their London Pride pump clips on the bar. On Wednesday 18 October, over 80 people from across the business, set out to do the same in Fuller’s Free Trade accounts. With screwdrivers and brand new pump clips in hand, the fleet of people set out across the south of England to approximately 750 accounts to change the pump clips and get the new branding where it belongs, on the bar.

Jane Jones added: “Pump clips are a vital piece of marketing. We didn’t want the rebrand to happen in small stages, so we pulled together as many volunteers as possible, to change over as many pump clips as possible in one day. The result has had quite an impact and you can see examples of our new pump clips on social media, mainly Twitter and Instagram, by using #TheOriginalOriginal.”

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For further information 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]

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 186 Tenanted pubs and 198 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 706 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. 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 Craft 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.