Bean Andrews Norways Cramphorn is launching its debut work for
Young’s Brewery’s range of pubs and beers with a pounds 1 million
The poster campaign highlights Young’s tradition of brewing traditional
cask-conditioned ales and its 180-strong estate of pubs. It will target
younger men and women in London and the South-east who are affluent and
have a wide range of drinking venues.
Each ad features a ram - Young’s logo - in a variety of situations,
designed to reflect a number of the brewer’s products.
’Special’ shows the ram herding sheepdogs into a pen to promote Special
bitter; ’Fat Ram’ focuses on the award-winning food available at Young’s
pubs and ’Double Chocolate’ features two chocolate rams to promote
Young’s double chocolate stout.
’The campaign strategy is long-running, usable outside the UK and across
all communications. We intend to make Young’s even more famous,’ Stephen
Goodyear, Young’s director of sales and marketing, said. ’The ram logo
is present in every pub and on every product - the job of the
advertising campaign is to take ownership of the ram in the same way
that Dulux uses its dog and Andrex uses its puppies.’
The work breaks in and around London this week and will run through to
the end of the year.
Banc won the account in March this year.
The ads were written and art directed by Graeme Norways, Fergus Fleming,
Craig Roderick and Glen Smith. Photography was by Graham Ford and media
planning and buying are through Walker Media.