Spirit Direct and Promotional Marketing has been appointed by the
Freedom Brewing Company, the London-based micro brewery best known for
its Freedom Pilsner lager brand.
Spirit DPM’s first project will be to promote the Soho Brewing Company,
the Covent Garden micro brewery and bar/restaurant acquired by Freedom
The London-wide campaign, due to break next month, will be an integrated
push to build on the bar’s launch. The aim is to attract more customers
and repeat business on the strength of word-of-mouth
Media for the initial burst will include posters, direct mail, a loyalty
scheme, ambient media - the identity of which is being kept under wraps
until it begins - and in-paper promotional activity throughout the
London press, including Time Out and the Evening Standard.
Mike Berry, the founder and managing partner of Spirit DPM, said:
’Freedom is a fantastic brand and it has big plans for expansion with
more bars and restaurants due to open later this year.
The key task in Covent Garden is to get people in for the first time;
once they make that initial visit, research indicates that the
experience is so good, they come back and bring their friends and
Philip Parker, the ex-IDV managing director of Freedom, said: ’With this
campaign, we are trying to build on our proposition of freshly brewed
beer, made in a traditional way and served in a contemporary setting.’