James May in Fuller's poster ads

30 November, 2010

Fuller’s has launched a poster campaign for its London Pride ale, featuring Top Gear presenter James May, who has recently become its brand ambassador.

Posters will appear on 500 sites across southern England leading up to Christmas, with four executions picking up the themes of a current TV campaign.

John Roberts, managing director of Fuller’s Beer Co, said: “We’ve received such fantastic feedback about our campaign that we decided it was time to step it up a notch and bring it to a whole new audience.”

May added: “London Pride is a British classic that deserves wider fame and fortune. More than that, it’s absolutely bloody lovely. I don’t really do advertising, but for a beer like this, I’m happy to make an exception."

The poster ads are part of a £2 million campaign comprising TV, digital and print elements.

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English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

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