UM London will launch an exciting multi-media campaign for newly added client, Fuller’s Brewery. The campaign, called ‘Made of London,’ focuses on the brewery’s well-loved ale brand, London Pride. The launch of ‘Made in London’ marks the first activity UM London has delivered for Fuller’s since picking up the business at the start of this year.
The campaign strategy is to “Inspire Discovery” of London Pride through unique and engaging storytelling about the beer brand, utilizing print, outdoor and digital within the London market.
A strong outdoor focus will be used to reach high numbers of London Pride’s target commuter audience, with multiple sites across the London Underground and key locations within the M25.
Furthermore, the execution will be complimented by a burst of proximity OOH media to drive transactions in pubs, which will deliver a simple and more direct message as people are out and about and considering going for a drink.
Rob Bellass, Managing Partner, Client Services, at UM London, said, “To inspire and persuade people to buy London Pride regularly, our media has to get into their heads, their hearts and ultimately on to their lips by weaving itself into the fabric of their London life. Fuller’s is a brand with some brilliant stories – and we can’t wait to get them out there to Londoners.”