Brixton Brewery is to invest in its first major ATL campaign aimed at celebrating the brand’s South London roots and promoting its accessible, perfectly balanced beers by inviting their target consumers to ‘Get a Taste of Brixton’.
The marketing campaign is the brewery’s biggest spend on ATL activity to date and includes digital, OOH, PR and video placements across London and the South-East, making the brand unmissable. The campaign will further Brixton Brewery’s mission to help thirsty people everywhere get a taste of Brixton and will drive awareness of the brand whilst also heroing the passionate and diverse creators, makers, artists and performers who make Brixton so electric.
Brixton Brewery will demonstrate all that Brixton has to offer by forming the Electric Collective – a selected group of local artists who have created tributes to Brixton which will be showcased as part of the campaign. Featured this summer is mixed media artist Azarra Amoy, who’s vibrant work incorporates symbols and icons of Brixton and spoken word artist Miss Yankey who has written an ode to Brixton, which will be used across 48 sheets and digital advertising. There will also be advertisements featuring lifestyle images as well as a takeover of Brixton tube station, and a mural in the heart of Brixton.
Brixton Brewery’s new campaign will help pub and bar operators as well as retailers nationwide tap into the brewery’s growth and value proposition, which already has 80% purchase intent across the country[1]. Within the craft beer category for the on-trade, Brixton Brewery has the fastest growth rate of any major brewer[2], showcasing its consumer pull and loyalty for the brand. The On-Trade will receive premium POS to drive visibility and ROS in outlets, which will include brand new tap handles, with specific designs for their bestselling on-trade beers, Coldharbour Lager and Reliance Pale Ale, which are both inspired by iconic Brixton landmarks. The handles were designed in conjunction with Brixton-based architects Squire and Partners, in order to bring the architectural features of the area to life – including the Reliance Arcade arches and the iconic lines on the Barrier Block building on Coldharbour Lane.
Brixton Brewery co-founder, Jez Galaun, comments: “We are thrilled to be able to put Brixton Brewery in front of more people than ever before via our first major advertising campaign. We want drinkers wherever they are to be able to ‘Get a Taste of Brixton’ and understand why our customers love our beers so much. It’s especially exciting to have joined forces with local artists Azarra Amoy and Miss Yankey to pay tribute to the South London neighbourhood we all love and show off the amazing creativity and talent that inspired us to start a brewery back in 2013, and continues to inspire us every day!”
The campaign launches in July 2022 and aims to drive awareness of Brixton Brewery and attract new drinkers to the craft brand, as well as increase sales. With the brand’s biggest ever campaign set to draw eyes to the brewery, now is the perfect time to get one of South London’s most beloved breweries on your bar. Get in touch with trade@brixtonbrewery.com to find out more.
[1] Survey of c.701 P3M premium lager drinkers Feb 2022, MMR Express
[2] CGA OPMS Data to 26.03.22
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