Integrated agency DCH has created a new campaign launching Top Gear’s James May as the new face of Fuller’s London Pride, the UK’s number one premium cask ale.
The star of alcohol connoisseur TV series ‘Oz and James's Big Wine Adventure’ and ‘Oz and James Drink to Britain’ is making his first major foray into advertising with a real ale brand he respects the high production values of and enjoys drinking.
This is the biggest scale campaign and marketing investment by Fuller’s yet, with it venturing into social media. The integrated campaign consists of TV, outdoor as well as a dedicated Facebook page. The series of humorous TV executions play on May’s persona and genuine love of Fuller’s London Pride, showing him in his natural habitat: the great British pub.
The first TV execution shows May about to step out of the house and walk to his local pub. Appearing to have pre-empted May’s arrival, the bar man places a pint of London Pride in front of him. “This, is the one thing I’ll walk somewhere for” he says to camera.
It cuts to a close up of a pint of London Pride on the bar. We then hear May say in the background: “I think I’ve got a blister.” Next to the pint the line ‘Whatever you do take pride’ fades up.
The outdoor executions are clean and simple. They all feature the Fuller’s London Pride end line, created by DCH in 1995, ‘Whatever you do take pride’.
May is pictured in a series of comical poses with his pint of London Pride and each execution features a headline drawing on his sense of humour, such as: ‘Apparently this comes in half pints too if you’re that way inclined,’ ‘A swift one? That would just be rude,’ and ‘ “A great example of British craftsmanship, and I’m about to make it disappear.
The Fuller’s London Pride Facebook page will post regular updates linking in to other campaign elements, , shows an online tour of family-owned Fuller’s 350 year-old brewery in Chiswick by May, as well as a pub quiz with the chance to win monthly prizes And a tutored beer tasting with Fuller’s head brewer John Keeling. (did not mean to delete this).
John Roberts, Managing Director of the Fuller’s Beer Company said, “James May is a great ambassador for London Pride. As a seasoned beer drinker, he recognises the quality and craftsmanship that goes into the creation of London Pride.
“We’re confident James will help us bring a British classic to a whole new audience through our new campaign which draws on James’ trademark humour and love of a good pint of Pride.“