The brewer’s 'Find Flavour' campaign is marketing its Frontier craft lager brand at 25- to 45-year-old men who are "renowned for trying new things and exploring new flavours".
The work, created by The Corner, includes bespoke drawings by the artist Tom Cole, within which the word "flavour" has been hidden.
Neil Simpson, founding partner at The Corner, said: "Fuller’s asked us to build awareness of Frontier lager in a very crowded, highly competitive market. We went for a distinct look and feel with the Find Flavour campaign in order to stand out from the crowd.
"The work reflects the brand experience from seeking to discovery, and then the reward of finding something fresh."
A mix of sites in East London have been bought by UM to display the ads, including six traditional sheets, two mural walls, a 10x10 metre banner in Shoreditch and legal flyposting.
Digital ad space has also been booked with Time Out and The Nudge online.
The creative work was led by The Corner’s creative director, Tom Ewart, and the copywriter was Rob Amstell.
It follows from the social media-led campaign The Corner created for the brewer's London Pride brand last month, where Twitter users could claim a free pint by using a hashtag.
Jane Jones, head of marketing at Fuller’s, said: "Our target audience is keen to try new things in everything they do – from film, to music, to food and drink.
"This is equally true when it comes to beer. They are looking for the more unusual brands on the bar, are happy to experience and explore new flavours, and Frontier is perfectly placed to satisfy this curiosity."