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Made of London

The Challenge

Fuller’s London Pride wanted to uncover and share stories from Londoners who epitomise the Made of London ethos and create activity and events that drove an emotional connection with their target audience of ‘New Traditionals’. They wanted to reward Londoners and create engaging, sharable content.

The Solution

The Evening Standard has been part of the fabric of London since 1827 so we were an obvious choice of partner for this activity.

The Evening Standard and Made of London uncovered the stories of 12 Londoners who epitomise the Made of London ethos, and shared these through a special weekly editorial series in the Evening Standard.

“We exist to create London pride by engaging people across London in ways that help them feel proud of their city”

–Fuller’s London Pride

To create a deeper emotional connection with the audience, five events in Fuller’s pubs were held across London, rewarding readers with the chance to enjoy an audience with London heroes such as David Haye, Jo Whiley and Sir Ranulph Fiennes. A digital hub housed all content, from editorial event write-ups to the ticket entry mechanic. All elements of the partnership were supported across social activity including live tweets and Facebook posts from each event and promotions for event tickets.

Print examples

The Results

30% of readers
recall seeing the campaign
90% of readers
interacted with the brand as a direct
result of seeing the campaign
22% rise in consideration
over the partnership period and
London Pride is the brand of choice for
Evening Standard readers
article shares in total

To talk to us about partnerships, please contact
Jo Aves
Head of Strategic Partnerships or 020 3615 2575