Having recently undergone a rebrand, London Pride, Fuller’s iconic and Original Ale, is giving consumers the opportunity to win the ultimate and most original London experience.

By purchasing London Pride in selected pubs and retailers, consumers will receive a unique code that they can use to enter into the draw via a microsite. Each month one lucky winner will win a weekend in London for up to four people, touring the capital in an iconic Fuller’s branded black cab as part of an expenses paid Ride With Pride experience.

With both London Pride and the city’s famous black cabs being renowned for their knowledge and expertise, the tour will take the winners to sites and venues in London that are unique, original and full of character. Consumers can also win thousands of bottle openers, t-shirts and stress taxis as well as limited edition diecast London taxis via the microsite as part of the campaign.

Lesley Stears, Marketing Manager at Fuller’s, says: “London Pride is a fantastic brand that is synonymous with both expertise and London – something it shares with the city’s world famous black cab drivers. Ignis have delivered a campaign that celebrates this relationship by rewarding thousands of London Pride drinkers with the chance to win a fantastic trip to London.”

The campaign also gives pub managers, owners and employees the chance to experience a London Pride Cask masterclass at the Chiswick brewery.

Nick Peters, Executive Creative Director at ignis adds: “London Pride and the capital’s black cab drivers have been intrinsically linked for generations via a shared desire to create exceptional experiences for Londoners. Ride with Pride is an authentic celebration of their knowledge, expertise and standing as two original icons of London.”

Follow #RideWithPride to track to see where the Fuller’s London Pride taxi ends up.

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Frontier, the new craft lager from brewer Fuller’s, has teamed up with gourmet popcorn brand Joe & Seph’s for an in-pub food pairing campaign encouraging trial of Frontier through the offering of a free packet of Joe & Seph’s popcorn.

The ‘Find Flavour Sessions’, created by marketing agency ignis ltd, see a programme of in-pub events that demonstrate how the unorthodox flavours of Joe & Seph’s popcorn, such as Madras Curry, are perfectly balanced by Frontier’s fruity but refreshing notes. An on-pack mechanic invites consumers to take to social media and voice their opinion on which flavour best pairs with the craft lager.

Jane Jones, Marketing Director for Fuller’s, says: “Collaborating with an exceptional, independent company such as Joe & Seph’s is a fantastic step for Fuller’s, and allows us to showcase Frontier’s food-pairing potential in an extremely innovative way.”

As well as consumer engagement, the campaign also looks to re-connect with the trade. With bar staff identified as the key route to consumers, ignis has developed a 360° brand film to educate staff on the brewing process of Frontier and why the craft beer is so well suited to food pairing.

Nick Peters, Executive Creative Director of ignis, says: “With this campaign we really focussed on what makes the trade tick. We believe the possibility of 360° and VR goes beyond consumer engagement, and can be perfectly applied to training and development within an organisation. We felt 360° was the ideal medium in which to tell the Frontier brand story in an immersive way.”

Frontier Find Flavour Sessions will be launching in selected licensed venues in the coming months. Follow @FrontierLager for more information.

Fuller, Smith and Turner P.L.C. is an independent traditional family brewer founded in 1845 and is based at the historic Griffin Brewery in Chiswick, London, where brewing has taken place continuously since 1654. The Fuller’s Beer Company brews a portfolio of premium beers including London Pride, Oliver’s Island, ESB, Organic Honey Dew and Frontier Craft Lager. In June 2013, the Company acquired Cornish Orchards, a craft cider maker producing a range of award-winning ciders and premium soft drinks. Fuller’s is also the UK distributor for Sierra Nevada, the premier US craft beer.

ignis is a multi-award winning independent brand experience agency based in Fulham. Over a 29-year history, it has worked with a wide range of clients including Jameson Whiskey, Sheraton Hotels Fuller’s, Betfair and Cuticura.

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Fuller, Smith & Turner PLC (Fuller’s), the London brewer and premium pub company, has just launched London Pride Unfiltered, which it says is its biggest beer launch in a generation, at the four-day long Craft Beer Rising event in the former Truman Brewery in London’s East End which took place this weekend.

The event started with a trade-only day on February 22^nd,and opened to the public from February 23^rd until February 25^th. Fulham-based agency marketing agency ignis created an activation space to bring the new product and the Fuller’s brand to life for the event.

London Pride Unfiltered is a 4.1% unfiltered variant of one of the UK’s favourite beers and comes in 30 litre kegs, which Fullers says will open the brand up to a new consumer and a new drinking occasion.

ignis Executive Creative Director, Nick Peters, says: “Craft Beer Rising provides a fantastic opportunity to introduce the brand to a new audience, as well as those well versed in London Pride cask. When it came to designing the space, it was important to ensure that it showcased ‘Unfiltered’, not just as a process, but as a unique attitude, rooted in contemporary London.”

The beer is brewed true to London Pride’s original recipe, but is then dry hopped with Target Hops for added character and flavour. With the goal of making the beer as natural as possible, the beer is centrifuged, but not filtered or pasteurised, to retain taste, complexity and Fuller’s character. The result, according to Fuller’s, is a hazy, hoppy, tasty beer in a keg, served at between 4° and 6° degrees, which delivers quality and flavour.

Fullers Beer Company managing director Simon Dodd observes: “The London Pride brand name has heritage and authenticity and we now feel the time has come to leverage these qualities and bring London Pride to a more contemporary environment. Our excellent brewing team has taken the same great recipe and, by dry hopping the beer at the end, created a beer, in keg, that has balance, flavour and is true to the character of any Fullers beer.”

Fuller, Smith and Turner is an independent traditional family brewer founded in 1845 and based at the historic Griffin Brewery in Chiswick, London, where brewing has taken place continuously since 1654. The Fuller’s Beer Company brews a portfolio of premium beers including London Pride, Oliver’s Island, ESB, Organic Honey Dew and Frontier Craft Lager. In June 2013, the Company acquired Cornish Orchards, a craft cider maker producing a range of award-winning ciders and premium soft drinks. Fuller’s is also the UK distributor for premier US craft beer Sierra Nevada.

ignis is a multi-award winning independent brand activation agency based in Fulham. It has worked for clients including Jameson Whiskey, Sheraton Hotels, FST, Betfair and Cuticura.

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