Fullers

The offer of a Triumph motorbike drove interest in Fullers real ales.

The issue

Following the appointment of a new US importer, Distinguished Brands International, UK brewer Fullers planned to increase brand awareness and encourage more consumers to enjoy premium ales, particularly London Pride. In a crowded marketplace, Fullers needed to make a unique impression on American consumers.

What we did

A partnership with quintessential English motorbike brand Triumph, giving every purchaser the opportunity to win a classic Triumph Bonneville T100, proved to be not only a perfect fit, but also a powerful attention-grabber.
“We’ve been working with Fullers for three years and relished the opportunity to implement a nationwide promotion,” commented FFB North America’s Pavel Kolarov. “We wanted to link with a brand that had a similar English heritage and prestige. Triumph was the perfect partner, as its brand equities closely mirrored Fullers.”
The promotion was tailored by FFB North America to suit customers in both the on-trade and retail environments. Large display stands made a strong impression at the entrance of supermarkets and, where possible, a new Triumph Bonneville T100 was prominently displayed to whet people’s appetites.
Inside bars and other on-trade establishments consumers were encouraged to complete entry forms, conveniently located on the back of Fuller’s ‘Triumph with Pride’ beer mats.
After running for two months and receiving 25,000 entries, prominent US beer critic Michael Jackson announced the lucky winner in May. The results certainly speak for themselves – year on year sales have increased by 90%, with the promotion and new importer both contributing towards this growth.
“This is the first consumer promotion run by Fullers in the States and the results have been phenomenal,” said Export Manager NA, Stamford Galsworthy “FFB was an integral part of this success, and we continue to work with them to help build the brand even further in this important marketplace.”