Fuller’s rebrands London Pride

20-Oct-2017 - Last updated on 20-Oct-2017 at 08:51 GMT

Old and new: rebranded Fuller's pump clip

London brewer and pub operator Fuller’s has rebranded its flagship cask ale London Pride, launching it with a new social media campaign and countrywide pump clip changeover.

The new social media campaign is called Confessions and encourages people to come clean to their dads about any secrets they have over a pint of London Pride.

To launch it, unsuspecting dads were filmed at Hammersmith’s the Hand & Flower where their children revealed a touching truth about their lives.

Marketing director Jane Jones said: “This campaign works because it’s simple yet effective. We’ve used a simple occasion, going for a pint with dad, and put a spin on it.

‘Bonding over a pint’

“We wanted to show people bonding over a pint and this film captures that perfectly. The revelations and reactions we managed to capture on camera are incredible.”

Fuller’s 186 tenanted pubs and 198 managed pubs and hotels have all had their pump clips changed over.

Earlier this week more than 80 people from across the business set out across the UK with screwdrivers to changeover pump clips in free trade venues – equating to approximately 750 sites.

Jones added: “Pump clips are a vital piece of marketing. We didn’t want the rebrand to happen in small stages, so we pulled together as many volunteers as possible, to change over as many pump clips as possible in one day.

“The result has had quite an impact and you can see examples of our new pump clips on social media, mainly Twitter and Instagram, by using #TheOriginalOriginal.”

London pub

Earlier this year the pubco opened a new London pub after a four-week refurbishment.

The Merchant on Canary Wharf offers a wide range of craft beer, some of which are “exclusive” and often hard to find brews.

Fuller’s Inns managing director Jonathon Swaine said: “This has been a great site for Fuller’s since we took it on – but the Merchant really brings the pub up to date.

“It is an amazing scheme – we’ve gained extra bar space, a fantastic private function room, a games room and a range of interesting craft beers, complementing the fantastic brands we brew in Chiswick, which should set Canary Wharf’s taste buds tingling.”