Create a consumer ‘event’ to celebrate Fuller’s 173rd birthday
During our research we learned that pub staff had little understanding of the Fuller’s brand or that of its core products.
This created the opportunity to develop a pre-event trade advocacy program, culminating in the originally briefed consumer event.
Initial communication targeted bar staff through Fuller’s online trade portal, engaging them in an intuitive way to reconnect them with the Fuller’s story. Education about the brewery and its most famous brands was provided through gamification and incentivised learning on the platform.
The ‘Get Together’ also provided an opportunity for participating outlets to reward their customers. Prior to the event, Facebook ads, e-direct mail and bar staff offered customers vouchers enabling them to buy 3x pints of any Fuller’s beer or cider for only £1.73. This offer was supported with OOH, social and in outlet communicaitons.
Fuller's Get Together
Fuller's Get Together - an event top simultaneously celebrate Fuller's 173rd birthday and build both staff and consumer awareness of the full range of Fuller's brands.