ABOUT

Ruddles Ales is a Suffolk country ale, owned by Greene King. The real ale market had been in decline for many years. The aim of the Ruddles campaign was to reverse this trend and position Ruddles as a market leader.

Brief: Develop a creative campaign to give the depressed ale market an injection of life to invigorate sales staff, the trade and consumers.

Creative Idea: ‘Serious country flavour’.

To answer the brief, we needed to adopt a strong positioning and role. Part of Ruddles appeal was its countryside origins. A strategy was devised to own this attitudinally through an essence of “uncompromisingly from the country”.

An integrated campaign was produced. The creative was executed boldly, using icons of the country to challenge anyone who broke the unspoken rules of the countryside.

Result: Sales increased by 11% compared to the market which was in decline by 7%. Importantly, the brand was also revived in the eyes of the internal sales audience.

MEDIA:
PRESS
OOH
DM
GAME