Situation:
Carlsberg UK were pulling Tetley’s out of Leeds after 189 years, leaving a big hole in brewing tradition for the city
Problem:
Local business, Leeds Brewery, wanted to leverage the opportunity but avoid negative coverage and had no news
Solution:
Position Leeds Brewery as the largest brewer once Tetley’s leaves and involve Tetley’s fans in creating a celebration ale
Innovative communications:
Create a crowd-sourced ale which reflects the tastes of Leeds’ ale drinkers and celebrates Tetley’s 189 year legacy
Business growth?:
Successfully positioned as largest brewer in city through extensive trade, national and regional press coverage. Asda interested in stocking the ale later in the year
Posted by James on July 28th, 2011
