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LONDON PRIDE’s “Made of London”
Executive Summary
Focusing on London Pride’s London heritage and authenticity, Fuller’s wanted to create activity that
built an emotional connection with their target audience of ‘New Traditionals’. To help change
young (LDA+) Londoners’ perceptions of the brand and to ensure its continuing status as one of
London’s most iconic brands, London Pride partnered with an iconic London newsbrand the Evening
Standard to tell the inspiring real-life stories of 12 very special Londoners, and collaborated on a
series of unforgettable intimate events with an array of London-bred talent. The campaign is the
Evening Standard’s most shared to date and London Pride went from eighth place to brand of
choice for Londoners, with consideration rising 22 per cent.
Background
In 2013, London Pride launched its “Made of London” storytelling brand creative. Focusing on the
heritage, the hops and the horses, it looked great, but what did “Made of London” actually mean to
modern Londoners? In a city awash with craft beers and new hipster brands, London Pride needed
to reconnect with Londoners as the brand of choice amidst a scrum for authenticity. The Evening
Standard ‘s unique status in London and its range of content platforms allowed Fuller’s to reach
these young (LDA+) Londoners, with a trusted environment that had the power to both influence
perceptions and educate about London Pride’s heritage and authenticity.
The Plan
This partnership brought together two modern London brands, each with a powerful heritage in the
city. Fuller’s collaborated with The Evening Standard to show Londoners what being “Made of
London” actually means, by giving it a real human face. Beyond that, the challenge was to connect
an appreciation of “Made of London” with London Pride as pint of choice for modern Londoners
intent on discovering the newest, coolest brands.
The campaign told inspiring stories of real-life Londoners and celebrated them through the Evening
Standard. Readers had the opportunity to participate in a series of events in Fuller’s pubs across the
capital, where celebrated Londoners shared their stories over a few pints of Pride.
Making it happen
The editorial series brought attention to 12 inspirational Londoners – from the boxing coach at
Fitzroy Lodge who kick-started David Haye’s career, to the original ‘Nutter of Savile Row’ who
clothed the Beatles for the Abbey Road cover and is still sewing and snipping in his shop today, to
the Hackney mechanic who, as a survivor himself, gives free MOTs to men-of a-certain-age if they
get a prostate cancer check and has so far saved the lives of more than 20 customers. Each person
epitomised what being “Made of London” is all about.
Readers responded in their thousands – two thirds of those who saw the “Made of London” series in
paper went online to the partnership hub at standard.co.uk to read more. Content about ‘real
people’ often falls flat – but by collaborating with the Evening Standard newsbrand editorial this hit
the spot. These were stories people couldn’t wait to tell others about, that made them feel great

about London. There were some 786 article shares, making this the most shared campaign to date
on standard.co.uk.
Readers were also invited to a series of intimate events with an array of London-bred talent who
epitomised the “Made of London” ethos, including David Haye, Jason Leonard, Jo Whiley, Alex James
and Sir Ranulph Fiennes. These are people who have perfected their craft, who generate pride in
what they do and most importantly have a cracking story to tell. Each event included a tasting
session with a London Pride master brewer and “an audience with...” live Q&A, hosted by Evening
Standard commercial editor Steve Cording. Steve also interviewed all 12 Made of Londoners for the
series himself, living and breathing the campaign.
The events were a roaring success, not just as once-in-a-lifetime experiences for the lucky readers,
but for everything they gave to the London Pride brand. As well as the endorsement of the Evening
Standard the celebrity endorsements, which outside of this partnership would have cost millions to
secure. Every event was amazing:
 David Haye took selfies with everyone who wanted one - including one on his own phone for
the guy in the front row who dropped his phone in his pint, which he then tweeted for him.
In fact, David re-tweeted every single #madeoflondon post to his 1.5m followers.
 Jason Leonard dropped the world-wide exclusive bombshell of his new role as President of
the RFU which was picked up across social media in an instant.
 Sir Ranulph signed and gave away a copy of his book to every guest.
 Alex James brought along a tonne of his cheese for everyone to try and hung out until
closing time, pint of Pride in hand throughout, telling off-the-record tales of his past life.
Results
“Made of London” genuinely connected with young Londoners and delivered some outstanding
results:
Stature
• London Pride went from eighth place to brand of choice for Londoners, with consideration rising
22 per cent, securing its stature among its younger audience.
• 90 per cent of those who saw the campaign took action after seeing it, with 61% going online to
read more “Made of London” stories, and 34 per cent buying a pint of London Pride.
Fame
• The Sir Ranulph Fiennes and Jason Leonard events are the Evening Standard’s top two most highly
attended reader events ever.
• It is the Evening Standard’s most shared campaign to date.

Client View
“London is our heartland but also our most challenging competitive environment. Putting London
Pride together with another iconic London brand in the form of the Evening Standard newsbrand
allowed us to create a uniquely engaging brand platform. We’re hugely pleased with the results and
with the way “Made of London” connected with young Londoners.”
Jane Jones, Head of Marketing, Fuller’s
Source: London Views

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Fuller’s – London Pride’s ‘Made of London’

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Fuller’s – London Pride’s ‘Made of London’