April 13, 2012
"Crafted for the Moment’ campaign aims to make brand more accessible"
Greene King IPA and GREY London are launching a new TV campaign for the ale brand aimed at sparking a more contemporary image for the long-time British cask ale brewery.
In its first work since clinching the business back in December, the ‘Crafted for the Moment’ campaign champions the Great British Pub Landlord’s role within his community – the guardian of the cask.
Filmed in an authentic Greene King pub, The Hornsey Tavern in North London, the film tells the story that great moments don’t happen by chance – it is the craft and detail behind the scenes that make these moments so memorable. The ale may be the centrepiece, but it is the setting, the people, and importantly the care and detail from those who serve it that crafts such moments.
The soundtrack to the ad is by up-and-coming artist Jake Bugg who at only 18 has signed with Universal Music.
The advertising forms part of a larger £4million evolution for Greene King IPA, who will also be introducing innovative new tankard-style glassware and three new additions to the Greene King IPA range – Greene King IPA Gold, Greene King IPA Reserve and Greene King IPA Smooth. The advert will run on multichannel TV, including Sky Sports, Sky News, Dave and Film 4, and will be launched during the first FA Cup Semi Final on 14th and 15 April on ITV1 and ESPN.
Euan Venters, Managing Director, Greene King Brewing and Brands said: “Whilst the cask category is predominantly driven by 35+ males, our studies show the younger consumer is becoming more important to cask ale volumes. The traditional cask consumer remains at the heart of our brand but we also want the advertising and range extensions to help make the category more relevant to new drinkers coming into cask. We feel GREY London has captured the spirit and essence of our flagship ale, and what it means to our consumers perfectly. We believe this campaign could prove to be a watershed moment in the history of cask ale.”
Nils Leonard, Executive Creative Director, Grey London said: “For Greene King, we wanted to encapsulate what makes cask ale special to so many people, of all ages. It’s not just the taste; it’s everything that goes into making that moment. That’s why we’ve championed the British publican, the final craftsman before the ale is served.”
Further investment for the brand comes in the shape of a redesign across all formats and channels. Careful attention has been paid to the design of a new zinc-crafted premium pump clip, which clearly references the ale’s heritage and home of Bury St Edmunds – a nod to the Suffolk town where Greene King has been handcrafting quality ales since 1799.