Evening Standard

Case Studies

Spitfire Ale

Shepherd Neame - Spitfire Ale

A sporting partnership with the Evening Standard.

Shepherd Neame wanted to increase awareness of Spitfire Kentish Real Ale from autumn 2005 right through to the end of the Football World Cup in June 2006, giving the brand a regular platform to showcase the trademark ‘Bottle of Britain’, light-hearted anti-German creative, and build on the Spitfire sporting heritage.

How we Delivered

  • Tactical OBC solus strips and sport sites gave a regular, high visibility presence for the required period.
  • Specially commissioned cartoon strips running in sport, providing a fantastic opportunity to showcase the ‘Bottle of Britain’
  • World Cup Supplement sponsorship created a real brand connection with a high interest, high profile publication distributed with the full run of the Evening Standard.
  • Spitfire sponsored special late editions with first-to-print match reports for England’s 5pm games were produced, containing the results and first reports of the game.
  • Free Pint promotion kicked off the partnership in October, promoted in the Evening Standard to physically put the brand in consumers’ hands and create awareness in advance of the run up to the World Cup.


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The Results

  • Shortlist Media Week Award 2006

Our partnership with the Evening Standard has given Spitfire excellent visibility over a concerted period of time and has contributed to the continued success of the brand. We have seen a marked uplift in sales and brand recognition in London and the South East

Charlie Holland | Shepherd Neame

This was a highly memorable campaign sustained between October 2005 and July 2006. Spitfire brand awareness gains were out of all proportion to the modest investment level, on and off trade sales were buoyant, and the initial campaign was so successful that the partnership with the Evening Standard has been extended and is still running - with more to come!

Jonathon Newton | Jon Aylings