St Austell Brewery has unveiled its first major marketing campaign for Proper Job 0.5%, marking a significant investment in the award-winning beer.
Developed in partnership with Bristol-based creative agency Activation, the campaign is built around the idea of achieving balance without compromise.
Launching in August, the multi-channel activity will span out-of-home advertising, targeted off-trade activation in ASDA, Sainsbury’s, and Tesco stores, paid social, influencer partnerships, and strategic media support. A suite of point-of-sale materials will also be deployed to drive visibility and sales within the on-trade.
At the heart of the campaign is the strapline ‘Taste More, Do More’, reflecting the appeal of Proper Job 0.5%. It offers the bold, hoppy character of original Proper Job IPA, with the flexibility of an alcohol-free option.
Designed to challenge perceptions of the no and low category, the campaign reinforces the fact that consumers no longer need to choose between great taste and moderation.
“Proper Job 0.5% has all the flavour and character that drinkers expect from the Proper Job name, and this campaign is about celebrating the role alcohol-free beer can play in helping people get more out of every occasion,” said Laura Plum, marketing and communications director at St Austell Brewery.
“We’re investing in the brand at a time when it is delivering strong momentum across both the retail and pub sectors. In less than two years, Proper Job 0.5% has become the UK’s number one no and low ale brand in the total off-trade, secured national listings with all major grocery retailers, and expanded significantly in the on-trade through major listings such as Mitchells & Butlers.
“Our latest campaign is designed to build on that success, boost brand awareness, and introduce even more consumers to the no and low category.”
The campaign will run throughout summer and autumn across key consumer touchpoints, supported by activation in pubs and retail environments designed to drive trial, visibility and rate of sale.
