Best practice from BD
As with most other industries CSR is high on the agenda for brewers. InBev and notably Stella Artois (SA) are now embracing CSR as a core part of the SA brand moving forward. The key issues of anti-social behaviour, environment and binge drinking have led SA and InBev to make bold changes and take action. The biggest actions are the imminent arrival of Stella 4% and the launch of the Love your Local campaign.
BD were called in to apply their marketing skills and expertise to communicate Stella’s responsible drinking agenda direct to consumers and the drinks trade, rather than through a third party.
BD’s main aim was to highlight the importance of the local pub emphasising the positive role it plays in the community as well as Stella Artois’ reputation in the UK - inspiring a change in attitude towards Stella Artois for both consumers and the trade via the Love Your Local campaign. The campaign was supported by PR agency Edelman.
Using the ‘community spirit verses anti-social behaviour’ theme BD created an integrated CSR marketing campaign to engage both the trade and consumers.
To achieve this, BD developed an iconic ‘London’ campaign creative applied to all integrated elements including the trade advertising, DM, in outlet PoS and the LYL website. BD were also the lead digital agency driving consumer involvement, creating entry mechanics both for digital and offline as well as engaged and motivated London’s trade outlets to take part. The agency created a dual promotion, targeting both consumers and the trade and developed prizes for the winners including £5,000 for the winning pub towards improving their community and a £1,000 draw for consumers who nominated the winning outlet.
InBev UK and Ireland president Stuart MacFarlane says, “The ‘Love Your Local’ programme emphasises that pubs remain very much the pillar of the community and are playing a positive role in shaping the nature of the local environment."
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