Posters bearing the message "it’s easy to see why people love Honey Dew" have been placed in 500 sites in and around London, including back-lit roadside horadings, major rail terminals and interchange stations on the Underground.
The campaign also sees Honey Dew breaking new ground with high-profile press ads aimed at women in titles such as Heat, OK and Hello.
A competition running in London Lite gives consumers the chance to win a VIP Garden Party.
David Spencer, brands marketing manager for Fuller’s, said: “We have given out tens of thousands of samples at the Hampton Court Palace Festival, Taste of London in Regents Park and the Wimbledon championships already, with Kew Gardens’ Summer Swing to come next week.
“With this campaign, we wanted to get across to the public how deliciously refreshing this beer is. I hope a few people just off a boiling hot train or tube will be heading straight to a pub or supermarket to buy a pint or two.”
Fuller's claims that Honey Dew sales are up 35% year on year.