Pedigree focuses on its heartland

WDB Brands, the UK’s largest premium cask ale producer, has launched a £2m marketing push for its flagship Marston’s Pedigree brand.

The Marston’s Pedigree poster campaign is a departure from traditional beer advertising with some striking photography and copy more akin to contemporary brands.

The campaign, which is largely focused across the Central and North West region, is the first heartland drive the brand has run for three years, previously focusing on broader national exposure. It will be supported nationally with tactical ads on TV during key football fixtures, and in Sunday broadsheets.

Peter Jackson, WDB Brands director of marketing, said: “This is great work and a departure from the norm. Drinkers in our Midland and North West heartland have tremendous passion for Marston’s brands – Pedigree in particular – and the campaign provides a great opportunity to drive this reaffirmation and quality programme.

“Marston’s brands never forget their roots, which makes them so special. The focus of the work is to communicate this to drinkers; the campaign photography was shot in a heartland pub and features real people, not models. The message is succinct.
“The ads also emphasise that our drinkers know they’ve made the right choice, which is complementary to the brand’s ‘Don’t Compromise’ position developed last year and supported by national TV and print media.”

Contact: 01902 329511

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