Fuller’s London Pride launches New Ad Campaign with Top Gear’s James May
Fuller, Smith and Turner today announced the launch of a new advertising campaign for the UK’s No 1 premium ale London Pride featuring new brand ambassador James May.
The Top Gear presenter will take to British TV screens in a series of two 20 second and two ten second adverts.
Filmed in landmark Fuller’s pubs across London, the adverts take a wry and witty look at James’ love of London Pride.
London Pride is James’ first endorsement deal. He said: “London Pride is simply a fantastic beer made in Chiswick, just round the corner from where I live. I love beer, and brewing is one of our great national traditions. We should be proud of it and support it wholeheartedly.”
James will also be hosting an online tour of the family business’ 350-year-old brewery in Chiswick, a Fuller’s pub quiz and a tutored beer tasting, with Fuller’s Head Brewer John Keeling, to support the campaign.
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 campaign which draws on James’ trademark humour and love of a good pint of Pride.“
The cask ale market grew in value by 5% in 2009, outperforming the overall beer market which fell into a 3% decline, according to the independent Cask Report.
The adverts will air from 12th October until late November. This is London Pride’s first TV campaign since 2007 when the brand launched a range of adverts focused on the quality ingredients that go into making a pint of Fuller’s best-selling ale.
The campaign was created by integrated agency DCH who also work with major clients including MG, Nikon and Proctor & Gamble.