Left to right: Western Morning News editor, Bill Martin; St Austell Brewery marketing and communications director, Jeremy Mitchell, and brand manager, Laura Hicks; Devon and Cornwall Media head of online, Jacqui Merrington; St Austell Brewery PR manager, Chris Knight, and digital media executive, Sophie Peters; and event sponsor Sarah Heald, from Pennon
St Austell Brewery’s Quality Speaks for Itself has earned it the communications award at this year’s Western Morning News (WMN) Business Awards.
The campaign, in support of its flagship Tribute Cornish Pale Ale, was designed to reinforce Tribute as the quality beer of choice in its South West heartland, as well as reach out to its growing base of new fans in London and the South East.
Judges commended the campaign — which included a brand refresh, new bottles and glassware, new slogans and communications, alongside local and wider regional advertising — on its targeted messaging and distinctive imagery, as well as the fully integrated nature of the various components of the Quality Speaks for Itself proposition.
St Austell marketing and communications director, Jeremy Mitchell, said: “This was an incredibly important campaign for us as we looked to reach a new audience at the same time as taking an existing audience to a new place.
“The amazingly positive response we’ve received from our customers suggests we did our homework right, but to win recognition for the campaign at the top regional business awards against such tough opposition is a huge
reward for everyone who worked so hard to get the message right and get it out in such a co-ordinated way.”