Doner: Our Blog

Fuller’s London Pride has been the official beer of the London Marathon since 2008. They believe there is no greater example of sporting pride. It’s a race where the runners (the majority of them complete amateurs) train hard for months in order to face the extraordinary personal challenge of running 26.2 miles.

The event also showcases London to the world and as London’s last remaining brewer, Fuller’s London Pride, are proud to be a part of it.

Visit the London Marathon tab on the London Pride Facebook page.

Add the Twibbon to your profile pic to show your support, flick through the photo gallery, enter the competition to win a seat in the London Marathon lead car – driving ahead of the elite men’s race, and find a Fuller’s pub along the marathon course.

Whatever you do, Take Pride.

Our campaign for London Pride featuring James May delivers on our core strengths as an integrated agency as it combines the awareness and brand-building power of television and outdoor with the engagement and intimacy of digital.

We’ve created a number of commercials – of which only a few have aired to date – and a series of outdoor executions which all play on James’ trademark humour and the craft associated with London Pride.

For the first time, we have taken London Pride into the digital arena which enables fans and newcomers to London Pride to experience and enjoy the brand on Facebook through entertaining content such as James’ Marvellous Pub Quiz where you can win London Pride prizes and Tasting Notes where you can watch videos of James and the Head Brewer tasting a range of Fuller’s beers making real ale more accessible to a new audience and encouraging trial of new brands. There is an interactive Brewery Tour where James takes you behind the scenes and also a Journal where James shares his thoughts on beer, life and everything. Through a planned content strategy, we share what’s happening in the world of London Pride and Fuller’s resulting in conversations with our fans as we would do if we were in a Fuller’s pub with a pint of Pride in hand.

All video content is also hosted on You Tube and we have near-time dialogue with brand fans on Twitter.

See the ad & more from The Guardian…

“James May appears in his first TV ad tomorrow night as the new face of beer brand London Pride.

The campaign, developed by ad agency Doner, plays on the fact that May lives around the corner from Fuller’s brewery in Chiswick, London.

The TV ad, the first the company has run since 2007, also plays on May’s most famous TV role as a car-loving critic on Top Gear. “This is the one thing I’d walk somewhere for,” says May as he strides across the road and into a pub to sip a pint of London Pride.”

You can get more of our work including James’ London Pride pub quiz which will go live on Tuesday 12 October on Facebook and Twitter.

Looking to raise the profile of Discovery Blonde Beer, Fullers are currently running a 3-part promotion. With each pint of Discovery purchased, a two-panel scratch card will be issued. Scratch off the first panel for the chance to win a free pint of Discovery, and the second panel to reveal a unique code.

Going online, the DigiDirect® team designed and developed the campaign microsite www.seekandyoushallfind.co.uk

Logging in, through the age verification page, you can enter the unique scratch card code, for a chance to win a pair of Nikon Sprint IV binoculars. And then, for those feeling creative, you can submit an entry describing your ‘perfect view’ for a chance to win a weekend away at a Fuller’s inn.

The site also includes information on Fuller’s Discovery, stockists and most importantly where your nearest pub is! So visit the site, find your local, get a round in, and see if you’re a winner!

Discovery. The chilled blonde beer with more flavour.

This was our first ever client, way back when we opened our doors in 1995. They were very welcome then and are very welcome now.

We started with a handful of poster sites within the M25. The campaign was called “Whatever you do, take Pride”.

That campaign is still running today, as far as we know the longest running drinks campaign in the UK. And London Pride has become the best-selling premium cask ale in the country, with a major new TV campaign on the way.

We’ll post the new ads as soon as we can. In the meantime, take a look at some of the current Fuller’s TV ads:

Fuller’s Henry V

Fuller’s ‘How do I love thee’