• Transform magazine
  • December 13, 2018

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Fuller’s show support to London’s Pride through ‘Pride Loves Pride’ campaign

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Pride in London is an event that provides a platform for LGBT+ community to express and celebrate itself. Despite being a big party, Pride aims to raise awareness regarding various issues and injustices at the expense of the community, while advocating for people’s right to live their lives in freedom, regardless of their gender or sexual orientation.

In honour of pride month, London brewery Fuller’s has launched a craft keg beer called London Pride Unfiltered, supporting Pride parade in London by becoming the its official beer partner.

Jane Jones, director of marketing at Fuller’s, says, “Pride in London is a great fit for Pride, but it doesn’t just share the same name; we share the same values of authenticity and independence, being a long-standing part of the fabric of London’s rich and varied culture since 1959.”

Fuller’s partnership with Pride is further enhanced by the release of a Pride-themed campaign and tailored branding for London Pride Unfiltered. The brand has also increased its social media presence leading up to the event, while advertisements can be found across tube stations, accompanied with promotions and customised point of sale in Fuller’s pubs.

The tailored Fuller’s pubs will feature London Pride Unfiltered glassware, Pride Loves Pride-themed keg lenses and colourful beer mats. The staff will also be dressed in Pride loves Pride-themed t- shirts.

In the framework of the partnership, an outdoor campaign will take place, created by London-based advertising agency Recipe.  The campaign will include the display of track posters at Oxford Circus with the messages ‘You wait hundreds of years to see a gay beer ad’ and ‘And then two come along.’

Matt Waller, creative director at Recipe says, “The ‘Pride Loves Pride’ campaign creates loads of opportunities to join in and support the ongoing efforts of Pride in London. We hope this is just the start of a long and fruitful relationship. For too long beer advertising has been peddling outdated ideas of the male beer drinker and their views. The best way set the record straight is to lampoon it.”

Keeping with the theme of a party vibe, during Pride, brand ambassadors will be handing out two-part vouchers that can be exchanged for two pints of London Pride Unfiltered.

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