NEWS: Whitbread/Private Eye deal results in Lord Gnome Bitter

One of Whitbread’s small roster agencies has succeeded in brokering a unique marketing venture between the brewing and retail giant and Private Eye magazine.

One of Whitbread’s small roster agencies has succeeded in brokering a

unique marketing venture between the brewing and retail giant and

Private Eye magazine.



HBA Advertising acted as go-between for the initiative which has

resulted in the launch of Private Eye Lord Gnome Bitter in the

Whitbread-owned Hogshead chain of pubs.



The agency, which opened for business in February this year with

Whitbread as a founding client, came up with the idea of a special beer

linking Hogshead to Private Eye, which has never before allowed its

brand to be merchandised in such a way.



‘We’ve always felt that the markets for Hogshead and Private Eye are

very similar,’ Stuart Hardy, one of HBA’s founding partners, said. ‘Both

sets of consumers are upmarket, witty and knowledgeable.’



The deal coincides with the magazine’s 35th anniversary and the beer

will be launched with an ad on the back cover of its birthday edition.



Posters, written and art directed by the agency’s creative partner, Mike

Birkinshaw, will go up around the 90-plus Hogshead pubs, which are soon

to begin selling copies of Private Eye.