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
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
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.