– Brewer Gunning for European Imports in Edinburgh –
It may be St Patrick’s Day today (17th March 2015) but Edinburgh-based craft brewer, Innis & Gunn, is firmly on the ‘drink Scottish’ offensive with the launch of a six-figure, four-week integrated advertising campaign, urging consumers in the capital to go native and choose Innis & Gunn Lager Beer.
It is the first time that Innis & Gunn has committed an above-the-line spend in out-of-home formats and the message is crystal clear: “When in Rome, drink Italian lager…but you’re in Edinburgh”.
Twenty-nine high-traffic billboard sites across the city centre, and a handful of taxis, now carry the creative, which was conceived by Dead as We Know It in conjunction with The Leith Agency. Innis & Gunn’s incumbent digital agency, Whitespace, has developed location-specific social offers enabling drinkers to win pints and bites with their pals: Drink Scottish (Facebook) and #PintPals (Twitter).
Marketing manager at Innis & Gunn, Lucy Hine, said that the campaign was born out of a frustration with the ubiquity of European imports on Innis & Gunn’s home turf: “We launched lager two years ago and, from a standing start, now have 260 accounts across Scotland, 53 of which are in Edinburgh. The trade are well behind us but there’s still a bit of a way to go in convincing consumers that decent-tasting lagers don’t all come from the continent. This campaign is about letting people know that there is a credible – and great-tasting – local alternative to mass-produced, mass-marketed European lagers.
“Our lager is made in small batches, uniquely using naked Golden Oats for a much smoother mouthfeel, lager malt and large quantities of Super Styrian and Styrian Goldings hops for bitterness and aroma. It’s crisp, refreshing and easy to drink – exactly what lager should be.”
In the trade, Innis & Gunn has installed 100 newly designed lager fonts and issued bespoke pint glassware, manufactured by Rastal in Germany, who weren’t deterred by the complexity of the design.
Nick Crossley from Rastal commented: “Rastal has been delighted to be working with Innis & Gunn in the development of this bespoke decorated pint glass. The distinctive 360° decoration over almost the entire surface presented our Graphics and Production with unique technical challenges, compounded by the curved walls of the glass. The result, which utilises six screens and is applied using special organic inks is one of which we’re extremely proud, and we hope will enhance the enjoyment of Innis & Gunn’s Lager Beer.”
Lucy added: “We wanted to create a glass with a strong brand identity that would get consumers excited about drinking our lager…we’re just waiting to see how long they actually last in trade before we have to completely replenish the supply!”
– Ends –
ATTACHMENT: DIGITAL BILLBOARD ON LEITH WALK, EDINBURGH
PHOTOGRAPHY OF NEW FONT AND PINT GLASS ALSO AVAILABLE UPON REQUEST
The Innis & Gunn Brewing Company Ltd
6 Randolph Crescent Edinburgh EH3 7TH
|Telephone:||0131 220 7230|
|Fax:||0131 226 6333|
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