IN A CATEGORY OF PRETENDERS,
LOOK FOR THE LABEL
Challenge
Give the real Spanish beer a bigger voice.
Spanish lager was booming in Britain. Unfortunately, much of it was Spanglish, not Spanish, as many of the biggest brands were brewed under licence in the UK.
Estrella Galicia was different. Family-owned, brewed in Galicia (northern Spain) since 1906 and imported to the UK. With larger competitors spending heavily, their challenge was to make authenticity matter to premium beer drinkers. Research showed that 80% of premium beer drinkers valued authenticity and were prepared to pay more for a genuine Spanish import.
Solution
Spanish, not Span“ish”
We created this bold challenger platform that proudly separated the genuinely Spanish from the vaguely Mediterranean.
Bold outdoor lines called out the category’s noisy pretenders, while encouraging drinkers to check the label and see where their beer was actually made, while radio and paid social assets hammered home our heritage and taste credentials.
Results
Proper Spanish. Proper impact.
The campaign reached 21 million people through outdoor, increased clicks to the brand’s “Where to Find Us” page by 211% and lifted engagements by 220%.
It also generated 64 pieces of media coverage, including 18 national hits as part of a provenance piece, and our 100% Spanish stance gained us two new listings in major supermarkets for their lager and 0.0%.
21m
Outdoor reach
2
New listings in major supermarkets off the back of the campaign
211%
Increase in “where to find us” website clicks
Awards
The pretenders got the message.
The work was awarded a Silver at the FAB Awards for Alcoholic Drinks Outdoor and shortlisted at the PRmoment Awards.
Credits
Agency
Southpaw
CD
Glenn Smith
ACD
Andy Peel
Creatives
Andy Peel
Jonny Palmer
Chris Rush
Digital Editor
Adam Wharton
Retoucher & Artwork
Scott Wackett
© 2009–26 Andy Peel