Frontier, Fuller’s craft lager, is set to benefit from a wide-reaching trade and consumer campaign featuring virtual reality headsets for in-pub training, as well as a campaign with Time Out, starting with a full-cover wrap on this week’s issue.
Frontier’s Find Flavour campaign has been running for two years and has played an instrumental part in the brand’s success — sales rose by 27% last year alone.
It has been building fans at numerous festivals and outdoor events, and the refreshing nature of the beer, combined with a depth of flavour that comes from being lagered for longer, keeps the customers coming back for more.
The link up with Time Out, the number one planning tool for entertainment in London, builds on Frontier’s credentials around music, food and summer life in London and will include a presence in the magazine and on the Time Out digital and social platforms.
The campaign was set up by creative media agency UM London and will culminate with readers being offered the chance to attend a bespoke Time Out / Frontier rooftop event in September.
The launch cover wrap sees Time Out appearing across London in the distinctive bright yellow that is synonymous with Frontier, with the campaign also including a re-branding of the magazine’s What’s Going On tech feature to create the Frontier Finder. This will recommend the best event in your area based on the answers to a short questionnaire.
The above-the-line consumer campaign is supported by an innovative in-pub campaign designed by marketing agency ignis ltd, which sees bar staff watch a 360-degree immersive film on a VR headset, discussing Frontier’s credentials, flavours and how and why it matches with certain foods, with Fuller’s head brewer, Georgina Young.
Billed as a Find Flavour session, the film is the prequel to an evening event involving popcorn from Joe & Seph. The unorthodox flavours of the popcorn, such as Madras curry and cheese on toast, are perfectly matched with Frontier’s crisp, refreshing nature and its grapefruit notes. Consumers will be offered a half-price pint and a free bag of popcorn in a tasting led by a Frontier ambassador.
Director of marketing, Jane Jones, said: “Summer is a great time for Frontier, and having just been named champion keg lager at the International Beer and Cider Awards, this summer is perfect for supporting the brand with an innovative, creative and interesting marketing campaign.
“Frontier is all about flavour and this multi-channel campaign will help both the teams in pubs and bars, and their customers, to Find Flavour. Summer is here, the weather is hot, Londoners are taking to the many parks and pub gardens this great city has to offer and if they aren’t the perfect conditions for enjoying a fantastic point of delicious and refreshing Frontier, then I don’t know what is.”