Edinburgh-based craft brewer Innis & Gunn has made a six-figure investment in a new marketing campaign for its lager targetted at those living in the Scottish capital.
Live from today (17 March) the four-week integrated advertising campaign is the first time the brand has committed an above-the-line spend in out-of-home formats.
Featuring the strapline When in Rome, drink Italian lager…but you’re in Edinburgh, the campaign spans twenty-nine high-traffic billboard sites across the city centre, with a handful of taxis also carrying the creative, which was conceived by Dead as We Know It in conjuction with The Leith Agency.
Marketing manager at Innis & Gunn, Lucy Hine, said that the campaign was born out of a frustration with the ubiquity of European imports on Innis & Gunn’s home turf.
“We launched lager two years ago and, from a standing start, now have 260 accounts across Scotland, 53 of which are in Edinburgh. The trade are well behind us but there’s still a bit of a way to go in convincing consumers that decent-tasting lagers don’t all come from the continent.
"This campaign is about letting people know that there is a credible – and great-tasting – local alternative to mass-produced, mass-marketed European lagers."
Innis & Gunn’s incumbent digital agency, Whitespace, has developed location-specific social offers enabling drinkers to win pints and bites with friends.