Shepherd Neame: Spitfire Ale

Historically, our strategic approach has been a serious focus into our medium of choice within a limited budget, on a brand skewed to London and targeted at ABC1 25-44 Male bias

Media has been very much the lead component of the brand’s marketing programme:

Launched on tube cards in 2002 (until Ken Livingstone found them too ‘edgy’ & banned the ads!)

Reduced budgets in 2003/4 led to a fractional space quality newspaper campaign with prime cover sites / solus page 3 positions

A further budget reduction in 2005 required another change in approach and we negotiated sponsorship of the Ashes cricket highlights on Sky for £100k
This delivered over 1100 screen credits plus off-trade promotions, sponsorship branding on-line & PR interviews on Shepherd Neame’s website

For 2006 we were looking for another opportunity to leverage the available value by forging a new ‘media partnership’…..



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