Maria Sales & Marketing Director
Fancy a beer? Britain’s Beer Alliance has recently launched a sparkling new £10 million pound integrated campaign called ‘There’s a Beer For That’ (that includes some of the biggest names in beer, such as Carlsberg and Heineken), which it hopes will boost beer sales throughout the UK. As a nation, we’re known for our fondness for beer, so we reckon this campaign will be a great success, especially as it is done so well. But, before we look a the actual campaign, let’s look a little more closely at Britain’s Beer Alliance and what they do…
Britain’s Beer Alliance (formed from the previously titled ‘Let There Be Beer Movement’) is an umbrella organisation that comprises of industry bodies and beer companies, both big and small. Here, you’ll find well-known names such as Carlsberg, Fullers, Cask Marque and Heineken alongside other beer brands and organisations such as SAB Miller, Wells & Young, The British Beer & Pub Association (BBPA) and the Society of Independent Brewers (SIBA).
The new campaign was created to rekindle Britain’s love of beer, but without the negative ‘boozy’ connotations that can often occur. Britain’s Beer Alliance wants to show people that there is so much more to beer by using three core messages surrounding quality, diversity and versatility. By focusing on how diverse beer can be, the quality of beer and how great it is for so many different occasions, Britain’s Beer Alliance is reaching as many people as possible and, hopefully, encouraging more people to sample the different tastes that beer has to offer! Mike Benner from the Society of Independent Brewers explains, “British brewing has never been more exciting and ‘There’s a Beer For That’ will help us to take that message to a broader audience.”
The campaign is sure to be a success; there is a TV ad, social media such as twitter and Facebook, a hashtag #theresabeerforthat and the website. These all combine beautifully for an interesting, consistent and informative campaign that people will look at.
The TV ad is great, it shows a diverse range of people enjoying a wide range of different beers in various settings, but what’s really interesting about this ad is, that whilst it is quintessentially British with the down to earth narrative, the pubs, the fete, drizzly days, cobbled streets, cockles on the beach and a couple drinking beer and eating their ‘tea’ in front of the telly (things we Brits can all fondly relate to), there is also a lovely mix of culture with images of stir fries, a Chinese restaurant with a Chinese/English couple and his parents enjoying an authentic Chinese meal, two guys eating noodles with chopsticks and people sampling the buffet at an Indian restaurant – all with the obligatory side of beer!
Then there’s the Facebook and twitter elements, which give people the opportunity to join in the fun, discover new beers and say what they think. The website completes the marketing strategy by bringing all the different marketing elements together, alongside the information people need to learn more.
Joining forces is the key to the success of this campaign. Britain’s Beer Alliance has used the fact that it houses a cross-industry group of brewers, pub companies and beer organisations to let people know just how diverse beer can be.
What about your business? Creating a marketing plan that allows you to team up with other business or even charities to create a buzz about your products could be just the thing you need to boost your food and drink sales and give yourself a more visible presence in your sector. Here at Eat Marketing we can help you come up with new ideas on how to grow your brand and become even more successful.
