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Fuller’s prepares for kick off

With the Rugby World Cup just around the corner, Fuller’s is among a host of companies launching marketing campaigns to capitalise on the tournament.

A number of promotional strategies in both the on- and off-trade are being implemented to support the London Pride brand.

A range of activities have been devised for the company’s pubs, including menus and beers from participating countries and score prediction competitions. Retail marketing manager Elton Mouna explains, “We are ready to make sure that our pubs are the best place to be outside the stadia in France. Customers will be entertained with a range of pre and post match activity, as well as a wide range of special food and rink items to celebrate those countries that are involved in the action.”

Customers will also be afforded the opportunity to win a London Pride branded rugby shirt. Brand marketing manager David Spencer says, “The rugby shirt promotion is just part of our activity to make sure that London Pride remains London’s favourite ale. Rugby fans are as passionate and dedicated about their sport as we are about our beer, and rugby is a natural partner to real ale.”

Ben Grant, 15/08/07

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