Sharp’s Brewery and its flagship ale brand Doom Bar are launching a major charitable advertising campaign, entitled In Our Elements, this summer.
The £1m campaign aims to continue Doom Bar’s growth and consolidate its position as the leading cask ale brand in the UK, but will also see the brewery donate some £25,000 to leading Cornish environmental charity Surfers Against Sewage, through the use of ethical advertising platform Good-Loop.
Sharp’s Brewery is the first Cornish and South West company to work with Good Loop, which has also created donations for other worthwhile causes via globally renowned brands such as Toms, Unilever, Coca Cola, and Nestle. Sharp’s is also the first alcohol brand that the platform has worked with.
In Our Elements is Doom Bar’s first ever ‘above-the-line’ brand campaign, showcasing Sharp’s commitment to creating exceptional beers that reflect the unique environment in which they are conceived and in which the cask brewery is based.
Above-the-line advertising means media is used to promote brands and to reach out to the target consumers on a wide scale. The new campaign will draw on the Sharp’s team’s inspirational Cornish backdrop, focusing on the elements of air, sea, and rock, which make Cornwall such an inspiring place to live and work.
The campaign will also reinforce the brewery’s commitment to its surroundings through a partnership with Surfers Against Sewage. The partnership will help raise funds for SAS to support its work in tackling plastic pollution and protecting the UK’s coastlines for everyone to enjoy.
The advertisement on social channels will allow people to nominate different projects run by Surfers Against Sewage to receive a proportion of Sharp’s media spend on the campaign. A total of £25,000 is expected to go towards the charity throughout the course of the initiative.
There will be a host of stunning and aspirational Cornish landscape imagery displayed across London throughout the summer as well as a plethora of digital content (video on demand and social media) from today until the end of August.
First above-the-line campaign
James Nicholls, senior brand manager at Sharp’s Brewery, said: “By investing in our first ever above-the-line campaign we are sharing our unwavering passion for our home in Cornwall and our flagship beer, Doom Bar, with consumers both existing and new.
“What is so unique about this campaign, however, is that we are continuing our ongoing commitment to ‘giving back’ and are delighted to be the first South West-based company to work with Good-Loop and its innovative platform. We’re lucky to be from such a unique place, where the elements combine to inspire the way we live and work. We’re immensely proud to be celebrating our Cornish provenance and supporting Doom Bar through In Our Elements.”
Hugo Tagholm, chief executive of SAS, added: “Protecting the ocean is the new front line of ocean conservation. Surfers Against Sewage is proud to be creating ocean activists right around the UK, from the beach front to community centres; from our city streets to the corridors of power.
“We work with over 100,000 volunteers annually and connect activists to drive the change we want to see for our oceans. We urge everyone to become part of the movement. We’re grateful for the support of Sharp’s and Good-Loop to help us sustain and grow this movement for our ocean.”