Innis & Gunn is demonstrating its commitment to growing the brand with a new above-the-line outdoor campaign for its Lager.
The outdoor campaign will be prominent in the brewer’s hometown of Edinburgh, where it’s not just the lager that’s proven popular with drinkers, giving a tongue-in-cheek nod to the fact that the distinctive pint glasses have a tendency to disappear from pubs across the city.
The campaign, entitled ‘Drink It In’, will be the brewer’s biggest ever investment in a single marketing campaign and will consist of billboard and reactive digital poster executions, PR, and an extensive support programme for trade customers to drive visibility over the summer months.
Since its introduction in 2013, Innis & Gunn Lager has picked up several awards, most recently a gold at the 2017 Monde Selection Quality Awards.
Jane Cannon, head of marketing at Innis & Gunn, said: “The inspiration for our “Drink It In” campaign comes from having an inherent Scottish outlook that is reflected in the attitude of our Scottish drinkers, and we wanted to celebrate the idiosyncrasy of our home city of Edinburgh in a unique way. We hope drinkers enjoy the campaign.”
