London brewer and premium pub company Fuller, Smith and Turner is launching a major marketing campaign to promote its food offering, Fuller’s Kitchen.
The campaign, devised by Ignis, is part of Fuller’s strategy to expand on sales of its 170-year-old beer brands to take market share from its rivals with its food range.
The initiave follows extensive consumer research, which found that customers recognise Fuller’s for its beer range but tend to overlook it as a gastronomic option in its own right.
Creative, which uses the strapline “We take taste personally”, features the real chefs inside each Fuller’s Kitchen to provide consumers with an authentic brand story, while drawing attention to the signature dishes crafted onsite.
The work is being rolled out on 6-sheet and 48-sheet billboards across the country, as well as a strategically positioned 96-sheet at one of London’s busiest junctions, Hogarth Roundabout. Activity will be supported online and across Fuller’s managed estate.
Images of Fuller’s food will be shared across social media platforms including Instagram to enhance the offline activity. Meanwhile, all assets including menus, chalkboards and beer mats will be aligned at more than 160 sites.
Fuller’s head of marketing Jane Jones said: “This is a campaign from real Fuller’s chefs to consumers. Talking on a personal level provides authenticity, and instantly overcomes any misgivings about ‘microwave chefs’ in pubs. Fuller’s provides a real guarantee of excellence for consumers, and the Fuller’s Kitchen campaign allows us to raise the profile of food in Fuller’s, which has been a big driver in our business for long-term success.”
