Ignis launches Fullers Kitchen campaign to drive food offering

Marketing agency ignis has devised a multichannel campaign to promote Fuller’s Kitchen, the food offering of Fuller, Smith and Turner PLC, the London brewer and premium pub company.

ignis was appointed to ensure Fuller’s Kitchen becomes as renowned as the brewer’s beers. Fuller’s has enjoyed a large stake of the beer market for more than 170 years and wants to take market share from its rivals with its food range.

The campaign follows extensive consumer research, which found that customers recognise Fuller’s for its beer range but tend to overlook it as a gastronomic option in its own right. Creative, which uses the strapline “We take taste personally”, features the real chefs inside each Fuller’s Kitchen to provide consumers with an authentic brand story, while drawing attention to the signature dishes crafted on-site.

The work is being rolled out on 6-sheet and 48-sheet billboards across the country, as well as a strategically positioned 96-sheet at one of London’s busiest junctions, Hogarth Roundabout. Activity will be supported online and across Fuller’s managed estate.

Images of Fuller’s food will be shared across social media platforms including Instagram to enhance the offline activity. Meanwhile, all assets including menus, chalkboards and beer mats will be aligned at more than 160 sites.

Oliver Carew, senior account director at ignis, said: “We are excited to be working with Fuller’s to ensure it becomes as famous for food as it is for its drink. Our consumer research has informed an engaging multichannel campaign that will present Fuller’s restaurants as exciting food destinations, while highlighting the authenticity behind each dish.”

Jane Jones, head of marketing at Fuller’s, added: “This is a campaign from real Fuller’s chefs to consumers. Talking on a personal level provides authenticity, and instantly overcomes any misgivings about ‘microwave chefs’ in pubs. Fuller’s provides a real guarantee of excellence for consumers, and the Fuller’s Kitchen campaign allows us to raise the profile of food in Fuller’s, which has been a big driver in our business for long term success.”