Carling goes back to its roots with Made Local campaign

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.