Beer brand Carling is promoting its home turf for its latest television campaign, by depicting its hometown of Burton-on-Trent and the people who are playing an active part in their own communities around the country.
Made Local has been conceived by Havas London, spread across two distinct films: one which delves into the story of Carling’s development and another collating the stories of individuals who have made a real contribution to their own hometowns.
Together they seek to banish regional stereotypes in a campaign which will also span out-of-home, video on demand, cinema and social media.
Carling has pledged to follow up the campaign with a series of in-depth documentaries later this month and has established a Made Local Fund to finance community ventures over the next three years.
Miranda Osborne, brand director at Carling, said: “Scratch beneath the surface and you’ll find countless stories like ours – those of passionate, dedicated people making things happen in their hometowns. Uncovering some of these inspired us to create the Made Local Fund, our commitment to supporting new ideas and activities that will benefit local communities and the people that underpin them.”
The campaign marks the first appearance by Carling on TV for two years, when it mounted a Godfather-style spoof.