Walsh Trott focuses on brewing method in Marston’s TV ads

Marston’s Pedigree launches its first TV ads since 1995 this week as it continues its push to dislodge Bass from its position as the leading UK premium bitter.

Marston’s Pedigree launches its first TV ads since 1995 this week

as it continues its push to dislodge Bass from its position as the

leading UK premium bitter.



The pounds 1.5 million campaign, from Walsh Trott Chick Smith, follows a

repackaging of Pedigree earlier this month which included the

introduction of 12- and six-bottle packs.



Marston’s was acquired by Wolverhampton and Dudley Breweries last

year.



Walsh Trott’s executions focus on the importance of Marston’s wooden

cask conditioning process to Pedigree’s flavour by pointing to the

unsuitability of wood for many other tasks.



The campaign’s initial 30-second spot opens with a shot of a wooden

football, a hobbling player and the spoken observation: ’We think

footballs are better in leather.’



In the same spirit, the ad muses that bikinis are better in lycra as the

camera switches to a sunbathing model draped in timber. A wooden

goldfish bowl follows before the shot changes to a pint of Pedigree and

the conclusion: ’We think beer is better in wood.’



The ad finishes with the endline: ’If it’s not brewed in wood, it’s not

Marston’s Pedigree.’



The TV ads break on 1 May in the Central and Granada regions with a

national roll-out planned for later in the year.



The spots were written by Sean Larkin, art directed by Cathy Hutton and

directed by Paul Arden of Arden Sutherland Dodd. The campaign extends

below the line with beer mats carrying illustrations of the timber-clad

model. Media planning and buying is by Manning Gottlieb Media.