John Smith’s Extra Smooth has unveiled a new press and radio campaign which is set to run until the end of 2014.
The regional campaign was created by Space, with media planning and buying through MediaVest, and will run via 20 regional newspapers and radio stations from this month.
Gayle Harrison, brand director of beer at Heineken, said: “The new campaign will bring fresh impetus and grow brand saliency for John Smith’s, reaching more than two million of the brand’s primary target consumers across the North of England over the next year. Creative executions will be inspired during that time by the three credentials that underpin John Smith’s Extra Smooth: the brand’s superb smoothness and product quality, its No Nonsense attitude and its long-term association with top racing.”
“The print campaign creative heroes the smooth, creamy John Smith’s Extra Smooth pint, delivered with a slice of No Nonsense attitude which we think will really resonate with John Smith’s target consumers,” Sean Kelly, group account director at Space, added. “Combined with racing advertorials and radio, this provides an overall campaign which we hope will keep John Smith’s front of mind throughout 2014.”
John Smith’s has previously been the sponsor of the Grand National.