New campaign targets capital's drinkers
Innis & Gunn urges Scots to drink home-brewed lager
The Edinburgh-based company said it was frustrated by Scots drinking lager brewed on the continent and has invested in its first above-the-line campaign targeting those who choose foreign drinks with the slogan: “When in Rome, drink Italian lager…but you’re in Edinburgh.”
The company has bought 29 billboard sites across the city centre, and a handful of taxis to carry the advertising, which was conceived by Dead as We Know It, in conjunction with The Leith Agency.
Innis & Gunn’s incumbent digital agency, Whitespace, has developed a social media campaign enabling drinkers to win pints and bites with their pals: Drink Scottish (Facebook) and #PintPals (Twitter).
Lucy Hine, marketing manager at Innis & Gunn, said the campaign was born out of a frustration with the ubiquity of European imports on Innis & Gunn’s home turf.
“We launched lager two years ago and, from a standing start, now have 260 accounts across Scotland, 53 of which are in Edinburgh.
“The trade are well behind us but there’s still a bit of a way to go in convincing consumers that decent-tasting lagers don’t all come from the continent. This campaign is about letting people know that there is a credible – and great-tasting – local alternative to mass-produced, mass-marketed European lagers.
“Our lager is made in small batches, uniquely using naked Golden Oats for a much smoother mouthfeel, lager malt and large quantities of Super Styrian and Styrian Goldings hops for bitterness and aroma. It’s crisp, refreshing and easy to drink – exactly what lager should be.”
In the trade, Innis & Gunn has installed 100 newly-designed lager fonts and issued bespoke pint glassware, manufactured by Rastal in Germany, who weren’t deterred by the complexity of the design.