10 October, London: Fuller’s debuts the latest campaign for its craft lager brand Frontier in the first social media campaign of its kind. Bringing OOH and social uniquely together for #FindFlavour, fans are invited to take pictures of ‘blank posters’ and reveal hidden messages using Instagram’s image filters to be in with a chance of winning a prize.
The fly-posters, illustrated by renowned design duo Crispin Finn, each have an image or message subtly embedded into the artwork but appear as block colour to the naked eye. The image is headlined by Frontier’s ‘Find Flavour’ slogan, with a call to action outlining the steps to take to enter the competition.
The campaign was created by The Corner with media planning and buying by UM London.
Since its launch two years ago, Frontier has attracted a large following and is now Fuller’s second biggest brand in the UK, behind London Pride. Fuller’s is continuing to target an East London audience, renowned for trying new beverages and exploring new flavours, with the launch of the new #FindFlavour campaign.
Frontier has also become firm favourite at food and music festivals, and campaign activity will include a bespoke poster which will run at Street Feasts at Dinerama in Shoreditch, and Hawker House in Canada Water, giving fans the chance to win a free meal and pint for four. Other prizes include free beer and cinema tickets.
UM London handled all media, which includes a 4-sheet flyposting sites around the streets of Hackney.
Jane Jones, Head of Marketing at Fuller’s, said: “Our latest wave of the ‘Find Flavour’ campaign directly interacts with our curious Frontier fans who we know love exploring new experiences and tastes. The Corner has created an ingenious execution which combines social media with the real world to reflect the fun and adventurous elements of the Frontier experience.”
Neil Simpson, founding partner at The Corner said: “This campaign draws on what makes Frontier beer special – a beautiful combination of new-world hops and old-world brewing techniques. We wanted to replicate this concept it by combining one of the older medias with the one of the newest social platforms to produce a discovery-centred campaign for Frontier fans to enjoy.”