Adnams targets real ale drinkers through ten coastal-themed posters

Adnams, the Suffolk-based brewery, hopes to fuel the growth of its ale brand through its first national advertising campaign created by Campbell Doyle Dye.

Ten executions will appear on 250 48-sheet poster sites across the country.

The posters, designed by the artist Chris Wormell, show a range of rugged seaside scenes based on the coastal town of Southwold, where the brewery is located.

"Pebbles" depicts a tranquil beach with a boat moored at the water's edge, with Adnams bottle tops scattered among the pebbles on the beach.

"Beach huts" shows a line of Adnams beer bottles standing outside a row of huts.

Each poster carries the words: "Adnams. Beer from the coast."

The campaign targets core real ale drinkers, who tend to be men aged 30 and above. The posters will be concentrated in central London and the Meridian region.

Media planning and buying was through Rocket.

CDD beat Soul, WCRS and the Norfolk agency Fox Murphy to win the £1 million account in a pitch called at the beginning of the year.

The appointment was a key part of the brand's strategy to reinforce its claim that Adnams is the fastest-growing beer brand in the UK.

Simon Loftus, the chairman of Adnams, said: "The iconic nature of the illustrations captures all that we are about: real people and real places with real character.

"We've had a wonderful response internally to the work; it's captured people's hearts and imaginations and it is an idea we're confident is just the start of great things to come."

The interactive consultancy Oyster Partners has created a website, www.adnams.co.uk, to accompany the campaign.

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