Greene King IPA, the nation’s favourite IPA and fastest selling cask ale, has launched a new campaign to celebrate the Rugby World Cup. Greene King IPA is the Official Community Club Partner of England Rugby. The campaign was created by independent creative agency isobel.
In addition to its England Rugby partnership, Greene King IPA is also the Official Beer of England Cricket, and fresh from their World Cup win, isobel have created a series of short films featuring the England Cricket team debating rugby and cricket over pints of IPA. The team are questioned by ex-cricketer and Question of Sport captain Phil Tufnell.
In a world of constant debate – from World Cup predictions through to beer choice – Greene King IPA is one thing that everyone can agree on; a steady eddy, always reliable, crowd-pleasing ale.
The films will run around Rugby World Cup coverage. The campaign also features outdoor, press, social and digital, continuing the idea of rugby debate.
Jamie Williams, Managing Partner at isobel states: “Beer and pubs bring people together, as do rugby and cricket. And this always sparks healthy debate. With their association with both sports, and position in the market as the go-to ‘banker’ cask ale, Greene King IPA is right at the heart of this social mix”.
Emma Hibbert, Marketing Controller, Greene King Brewing & Brands said: “Greene King IPA is synonymous with sport through our partnerships with England Rugby and England Cricket and as a long standing supporter of hundreds of community sporting clubs throughout the UK. We are thrilled that through our ‘Agree on That’ campaign we can bring sports fans real behind the scenes insight and humour from our sporting heroes as they debate the hot sporting topics over a pint of IPA, in the pub!”
Client: Greene King IPA
Marketing Controller: Emma Hibbert
Marketing Director: Will Hemmings
Creative agency: isobel Creative
Creative Partner: Rob Fletcher
Creative Directors: Ben Stump & Simon Findlater
Managing Partner: Jamie Williams
Producer: Max Robinson
Director: Ben Stump
DOP: Yoann Desmoyes-Davies
Editor: Tim Watchorn