Another job storyboarded by James. The new £10m television advertising campaign that aims to revive our thirst for beer and directed by Michael Winterbottom.
Brewers, retailers and pub companies will tell consumers ‘there’s a beer for that’ in a £10million TV advertising campaign aimed at reversing years of decline in beer drinking. The first ad will be aired tonight during ITV’s Downton Abbey.
Drinks giants SAB Miller, Carlsberg, Heineken, AB InBev and Molson Coors have joined regional brewers Fullers, Wells & Young’s and Shepherd Neame, and the Society of Independent Brewers, the British Beer & Pub Association and Cask Marque to create Britain’s Beer Alliance.
The launch revamps last year’s ‘Let There Be Beer’ campaign, which was criticised for focusing on mainstream lagers and hit a problem when one of its ads fell foul of advertising rules.
The new-look campaign aims to promote quality, diversity and versatility in beer, from lager to real ale and craft beer. Social media tools such as Beer Match, will recommend beers to try with dinner, and consumers can sign up to the Beer Club to try different types.
The TV advert is directed by Michael Winterbottom, director of The Road to Guantanamo and The Trip with Steve Coogan, in his first sortie into advertising. More than 1,000 beers are listed on the campaign
David Cunningham, campaign director, said: ‘Our aim is still to reignite Britain’s love of beer, but show people there is much more to beer than they think.’
The campaign will shift to pubs and stores with beer tasting and food matching events next year.
Meanwhile pub companies were spared red tape with the news that short term landlord contracts will be excluded from the Small Business, Enterprise and Employment Bill.