LONDON — Proper Job, St Austell Brewery’s best-selling IPA, is being bolstered with new branding and a marketing push, created by TMW Unlimited.
The beer was launched in 2008 and has become a smash hit for St Austell Brewery, becoming one of the UK’s best-selling bottled beers in supermarkets and the independent and family-owned brewer’s best-selling export brand.
Now St Austell Brewery, which is one of Cornwall’s oldest businesses, is giving the brand an on and off-trade push, with branding that will appeal to a wider audience, particularly the younger 25 to 34-year-old demographic.
TMW Unlimited’s campaign, breaking 6th September, will educate consumers on Proper Job’s taste credentials, using influencers to grow the brand through advocacy. At its heart is the idea of ‘Make it a Proper IPA’, which celebrates the qualities that make Proper Job a proper IPA. The activity will run across press and digital advertising, outdoor, social, point of sale and events.
The campaign features a St Austell brewer and a real brand ambassador – selected from a pool of national Proper Job consumer brand champions. Cornish chef Jack Stein, the son of celebrated chef Rick, has also been appointed as a celebrity brand ambassador for the campaign. He will create content for its marketing channels, including social media posts and live events, to enhance the beer’s ‘foodie’ credentials.
Jeremy Mitchell, Marketing and Communications director, St Austell Brewery, said: “In the ten years since its launch, Proper Job has attracted a passionate following of discerning beer drinkers. Now it’s time for us to let a wider demographic experience the pleasures of a proper IPA – and TMW Unlimited’s campaign is a properly good way of doing it.”
George Bell, Creative Director at TMW Unlimited, said: “We’re all proper excited to be working with St Austell Brewery on their Proper Job ale and other famous award-winning beers.”
CREDITS
Client leads: Jeremy Mitchell and Laura Hicks
Creative directors: George Bell and Tom Harman
Account director: Helen Sanderson
Senior account manager: Jess Raby
Design: Lorena Teruel
Photography: Tom Rees Kaye
