London-based brewer Fuller’s has launched a new marketing campaign for its Frontier craft lager brand that invokes consumers to Find Flavour.
Advertising agency The Corner was tasked with building awareness of the brand in the highly competitive craft beer sector. The result is a series of bespoke illustrations from artist Tom Cole that sees the word “flavour” hidden in a range of settings – including the shadows cast by Frontier bottles perched on top of a wall, the formation of copper pipes in a traditional brick brewery, and the shapes of a variety of objects seen through several adjacent windows.
The digital and out-of-home campaign will target 25–45 year old men drinking in East London – an “audience renowned for trying new things and exploring new flavours,” Fuller’s said. As part of its media buy, the brewer has invested in both traditional and non-traditional out-of-home sites including six sheets, two East London mural walls, a 10×10 banner in Shoreditch and flyposting.
Fuller’s head of marketing Jane Jones said: “Our target audience is keen to try new things in everything they do – from film, to music, to food and drink. This is equally true when it comes to beer – they are looking for the more unusual brands on the bar, are happy to experiment and explore new flavours, and Frontier is perfectly placed to satisfy this curiosity.
“The Corner has delivered really successful campaigns for us in the past, especially for our London Pride brand in recent months, and we’re delighted to continue our relationship with the agency.”
The Corner founding partner Neil Simpson added: “Fuller’s asked us to build awareness of Frontier lager in a very crowded, highly competitive market – we went for a distinct look and feel with the Find Flavour campaign in order to stand out from the crowd. The work reflects the brand experience from seeking to discovery, and then the reward of finding something fresh.”
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