Not before time, in my opinion, St Austell Brewery is launching a major marketing campaign for its popular Proper Job IPA.

The campaign, commissioned through marketing agency TMW Unlimited, will communicate the beer’s new proposition — Make It a Proper IPA. The beer’s refreshed brand identity has been designed with a wider audience in mind, particularly the 25- to 34-year-old demographic.

The campaign will be supported by advertising and point of sale material featuring a St Austell brewer and a real brand ambassador, selected from a pool of national Proper Job consumer champions.

Cornish chef Jack Stein, the son of celebrated chef Rick, has been appointed as a celebrity brand ambassador. He will create content for marketing channels, including social media posts and live events, to enhance the beer’s foodie credentials.

 

Proper Job Anthony Plum

St Austell brewer Anthony Plum, who features in the campaign

 

Proper Job was launched in 2008 and has become a smash hit for St Austell Brewery, becoming the UK’s best-selling bottled-conditioned beer in supermarkets, and the independent and family-owned brewer’s best-selling export brand. Proper Job, one of the brewery’s flagship brands, is also one of the leading English beers in France.

Jeremy Mitchell, marketingand communications director at St Austell Brewery, said: “In the ten years since its launch, Proper Job has attracted a passionate following of discerning beer drinkers. Now it’s time for us to let a wider demographic experience the pleasures of a proper IPA — and the new campaign is a properly good way of doing it.”

“Core campaign assets will be rolled out by the in-house design team at St Austell Brewery across multiple channels, from social to beer mats, including regional outdoor, events, and on- and off-trade activity.”

 

Proper Job Tom Lowe

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Tom Lowe, one of St Austell’s band of Proper Job brand ambassadors

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