Fuller's reveals big plans for London Pride

By Robyn Black

- Last updated on GMT

Related tags London pride Beer

London Pride campaign
Fuller’s has revealed plans to ramp up its Made of London campaign for flagship brew London Pride and a new-look pump clip for the brand.

The brewer will be evolving the campaign to emphasise, not just the functional benefits of the brand, but to create a more emotional connection between it and drinkers, said group brand manager Lucy Crook.

The new pump clips, which are being rolled out now, are made of metal and are larger than the existing ones. They bring the draught version of the beer in line with the bottled beers, which received a new-look 18 months ago.

The message that the beer is a crafted London product is also to be amplified via a social media campaign, which promotes quirky products from small London producers, craftspeople and artists.

The company will also extend its #EmptyPint initiative, where drinkers win a free refill by tweeting an image of their empty pint glass, into next year, following huge success this year since the activity was launched last month (November).

“We strive to be a generous brand and this popular campaign connects our high profile advertising, digital marketing drive and our pubs,” explained Crook.

There are also plans for a new permanent brand to be added to the portfolio, Oliver’s Island, which is on trial now in nine Fuller’s pubs.

The 3.8% golden ale is named after an island in the Thames where boats would be forced to stop and pay in gold to continue up river.

It is described as an, “easy drinking ale,” which is with  orange peel.

In June the brewer sent a pint of London Pride into space. 

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