RKCR/Y&R lands advertising brief for brewers association

By Anne Cassidy, campaignlive.co.uk, Thursday, 10 May 2012 10:25AM

A consortium of the nation's largest brewers has appointed Rainey Kelly Campbell Roalfe/Y&R to create a campaign to help improve the image of beer.

British Beer & Pub Association: wants to improve beer's image

British Beer & Pub Association: wants to improve beer's image

RKCR/Y&R was appointed to the advertising account for the Global Brewers Initiative after a pitch against DLKW Lowe and the start-up agencies Now and 101.

The pitch process, which kicked off in January, was handled by AAR.

The initiative comprises a number of brewers working with the British Beer & Pub Association to enhance the public's attitude towards beer as part of a renewed effort to revive the struggling sector.

RKCR/Y&R will be tasked with creating a campaign to help change attitudes towards the brewing industry as a whole, with work also expected to reflect the positive approach that brewers have taken towards promoting responsible drinking.

Research suggests that beer now accounts for only 40 per cent of alcohol consumption in the UK. Less than half a century ago, that figure was more than 70 per cent.

The initiative is expected to follow similar lines to the "got milk?" advertising campaign in the US, which promotes drinking milk in general rather than any specific brand.

The British Beer & Pub Association was founded as the Brewers' Society in 1904. Its members include Anheuser-Busch Inbev, Molson Coors and Budweiser Budvar UK.

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs