Fuller’s is promoting a new look for its lager and second best-selling brand with the launch of a Frontier Fridays campaign.
Frontier fans can enjoy a free pint of thee beer between 1pm and 5pm every Friday for four weeks, from Setember 28 unti October 19.
Running across Instagram and Facebook, and supported with a targeted e-mail campaign, a series of short videos will put the ultimate Friday afternoon question to the viewer — work or pub?
In return for choosing pub, the customer is sent to www.frontierfridays.co.uk to receive a code for a free pint in a participating Fuller’s managed pub. Frontier fans can get one code per week, and those who have already signed up will receive a handy prompt for the other Frontier Fridays.
‘London premium lager’
Fuller’s marketing director, Jane Jones, said: “Frontier is coming of age. It’s been in growth since its launch in 2013, but until now it’s been mainly rooted in the craft beer category. We know the beer is superb and cuts right across the premium lager market — and we now feel the time has come to raise our game, highlight Frontier’s credentials as a London premium lager, and attract even more drinkers to this fantastic beer.
“The new livery will give the beer real presence on any bar — it’s stylish, bold, and yet has a nod to the authenticity that comes from being brewed by London’s longest-standing independent brewer.
“At the same time, the digital marketing activity we are using to support the rebrand will ensure we target the right drinkers at the right time — just as they are making the decision on how to spend their precious Friday afternoon.
“We know our drinkers are responsible, though, so we are expecting to see a lot of them redeem their vouchers quite close to the 5pm deadline!”
