‘When it rains it pours’, or at least it does according to a new campaign from the London Pride brewery which has installed former BBC weatherman Michael Fish as an ambassador, leading a giveaway scheme on social media.
For the whole of February, the campaign will give Londoners a free pint of London Pride’s finest, every time it rains, in a live feed broadcast by the brand, featuring the iconic weatherman.
Viewers are encouraged to claim their pint via the social media feeds, which can be redeemed at a majority of Fuller, Smith and Turner’s 196 Tenanted pubs and 196 Managed Pubs and Hotels.
Below are the first two activations from the campaign.
— London Pride (@London_Pride) February 3, 2017
— London Pride (@London_Pride) February 1, 2017
Michael Fish said: “This is such an inspired idea. February can often be one of the dreariest months of the year, with the short days and wet weather, so a free pint of London Pride will certainly brighten up peoples’ days.
“I am excited to be part of this campaign, I’ve seen some very rare atmospheric phenomena, but even in all my years as a weatherman, I’ve never seen it rain beer.”
The Corner delivered the campaign, with the social content created by the agency’s in-house production studio Busk. UM London handled all media planning and buying.