The challenge
The real ale market had been in decline for many years and thus the Ruddles brand had been unsupported for a considerable length of time. This resulted in a lack of brand saliency amongst its core audience. The brand needed an injection of life to invigorate sales staff, the trade and consumers.
Approach and insight
Ruddles desperately needed a strong positioning and role - it needed to stand for something. We used a key part of its appeal; its countryside origins, and really drove this to claim the 'countryside' territory. We knew this had appeal and devised a strategy to own this attitudinally through an essence of "uncompromisingly from the country".
The creative solution
The creative was executed boldly, using icons of the country to challenge anyone who broke the unspoken rules of the countryside. An integrated campaign was delivered through press advertising, outdoor, DM, pub POS, pub game and trade campaigns including trade press, DM and merchandise.
The results
Sales increased by 11% compared to the market which was in decline by 7%. Importantly, the brand was also revived in the eyes of the internal sales audience. As a result external trade awareness and reputation was also re-established. To find out more please call Keira Lloyd on 01892 703176.
