Freedom appoints Spirit DPM to create brewery campaign

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 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

last year.



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

recommendations.



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

colleagues.’



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.’



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