Fuller's has launched a multimedia 'Made of London' campaign for its London Pride brand.
The campaign is the first for Fuller's from UM London, and was created with ad agency The Corner.
Promotional activity has included print, outdoor and digital, ranging from the London Underground to locations on the M25. Media coverage has seen half page ads in the Evening Standard and Metro.
Rob Bellass, managing partner, client services, at UM London, said: "To inspire and persuade people to buy London Pride regularly, our media has to get into their heads, their hearts and ultimately on to their lips by weaving itself into the fabric of their London life.
"Fuller's a brand with some brilliant stories and we can't wait to get them out there to Londoners."
Simple, direct OOH media will also be utilised to attract pub-goers to the brand.