The British Beer Alliance: advert-body-1 by The Community

The British Beer Alliance aims to promote the variety of beers available in the UK. Created by The Community, the alliance’s new 'There’s a Beer for That' campaign drives home the message that, regardless of where you are and what you’re doing, you can find a type of beer that has the qualities and flavours to suit your mood and activity perfectly.

The print campaign memorably caricaturises not only UK citizens’ favorite foods, but also those citizens themselves. Each character in the campaign – 'Pig', 'Goat', 'Bull', 'Cod', and 'Salmon' – represents a different type of British person. The goat personifies a London hipster, while the pig epitomizes everyone’s favorite northern uncle. Similarly, the cow typifies a successful 'Home Counties Banker', the cod a bit of a typical British 'wide-boy', and the salmon a sophisticated country type.

By drawing on these well-known archetypes in British society, the campaign personalises each beer and food pairing. The community commissioned five distinctive artists to create the posters, each of which includes hand-lettering and small details that make repeat viewing enjoyable. For example, 'Salmon', features a salmon in a green and grey plaid suit sipping on a wheat beer. The phrase 'have a wheat beer with salmon' floats above the cartoon, whimsically presenting the pairing for which The British Beer Alliance advocates. The rest of the print ads follow a similar format, as the remaining food characters invite audiences to join them for a beer.