Fuller's USA | 2013-2014

Steeped in heritage, Fuller's Brewery, established in 1845 in Chiswick, West London, stands as a cornerstone of the British brewing scene.

Originally known as John Fuller's Griffin Brewery, it gained its current name in 1845 with the partnership of Henry Smith and John Turner. Renowned for its iconic London Pride ale, Fuller's boasts a robust portfolio and a network of over 380 pubs, inns, and hotels across the south of England. Having enjoyed a longstanding presence in the United States, Fuller's sought to leverage the rise of craft beer and integrate seamlessly into the burgeoning social and digital media landscape, aiming to establish a strong voice within these evolving communities.

Remembering Our Roots | 2014

Fuller's Brewery, a cornerstone of the British brewing scene since 1845, is renowned for its heritage and innovation. Beyond the iconic London Pride, they consistently produce exciting seasonal and experimental brews, showcasing their dedication to both tradition and exploration. In the dynamic American craft beer market, this spirit of innovation has resonated deeply. As the American palate continues to evolve, Fuller's beers, with their rich British brewing legacy, are finding a natural place on shelves and in taps across the country, inspiring countless American craft brewers in the process.

British Class Meets American Craft | 2014

To invigorate Fuller's presence and cultivate thriving online communities in the US, we orchestrated a unique social media campaign. This interactive initiative challenged American craft beer enthusiasts to compare Fuller's ales to their preferred brews of similar styles. Participants vied for the chance to win an unforgettable trip to the heart of Fuller's legacy - the historic London brewery. Recognizing the influence of craft breweries, we forged strategic partnerships with Utah's Epic Brewing Company and Indiana's Upland Brewing Company. These collaborations facilitated on-site activations, allowing fans to participate in the challenge directly at the breweries. Further amplifying the campaign, we executed multiple tasting events across Denver, Indiana, and Utah, strategically supported by targeted digital and social media campaigns.

Vintage Ale Release | 2013

Each year, Fuller's Brewery releases a highly anticipated Vintage Ale, meticulously crafted to mature over time. In 2013, we collaborated with Fuller's to launch this coveted brew to the US market, with a festive sweepstakes offering the chance to win one of the limited-edition 2009 bottles. This social media campaign marked Fuller's official entry onto Facebook, Twitter, and Instagram, igniting excitement and brand awareness. To cultivate a loyal following, we implemented a comprehensive strategy leveraging email and Facebook access, coupled with targeted monthly paid media placements.

Team

Nick Williams: Content & Social Media Manager, Digital Fusion

John Gilbert: Creative Director, LRXD

Sheena Belcher: Content Manager, Digital Fusion

Catherine Parenteau: Director of Marketing, Paulaner | HP USA

Charles Stanley: Brand Manager, Hacker-Pschorr & Fuller's USA