Innis & Gunn unveils largest ever integrated marketing campaign

Scottish craft brewer, Innis & Gunn, is making its drinkers the stars of its new Lager campaign. #YourPint is all about what fans think of Innis & Gunn Lager, with the craft brewer finding no shortage of insights, including from world renowned author, Irvine Welsh.

The brewer reveals that one of the most common mistakes made by drinkers is the spelling of the brand’s name – ‘Innes’ and not Innis – a mistake which has even been made by famous author and Edinburgh native, Irvine Welsh who tweeted ‘Innes & Gunn is the best lager ever’. This common misspelling has prompted Innis & Gunn to respond with tongue in cheek dedications to the Trainspotting author alongside fan, Bruce Don, who both feature in the new Lager campaign.

Strongly believing that the customer is always right, Innis & Gunn has also created a limited-edition run of its highly coveted Lager pint glasses which eagle eyed drinkers will spot have been printed with the misspelled name.

As well as the classic typo, the campaign also calls out other witty responses from Innis & Gunn fans in the billboards across Edinburgh to cover all-important topics – the necessity of half pints (or lack thereof!) and the cheeky pub goers who ‘borrow’ Innis & Gunn pint glasses to sell on eBay.

The integrated campaign has been activated through the line with OOH billboards in key sites across Edinburgh, supported with digital reactive media, PR, social, and in-bar bespoke visibility.

Reactive social has played a key part in engaging drinkers with the campaign, with Innis & Gunn creating bespoke posters for fans, including one who the brewer discovered was most looking forward to a pint of his favourite beer after completing the Edinburgh Marathon. Innis & Gunn were happy to oblige with a fresh pint of Lager at the finish line.

This latest campaign is designed to build awareness as Innis & Gunn Lager continues to see phenomenal growth and is now the No.5 premium draught lager in the Scottish on-trade. Recent distribution gains include national listings in Tesco and Morrison’s stores. The craft brewer is currently the biggest supplier of tank lager in Scotland, delivering the freshest possible pint straight from the Brewery and enhancing its visibility in outlet where the tanks are installed as a feature in bar.

Dougal Sharp, Innis & Gunn Founder and Master Brewer, said, “Whether it’s misspelling our name or selling our glasses on eBay, we’re happy as long as drinkers love our Lager as much as we do. The #YourPint campaign is all about celebrating our fans and having a laugh along the way – which is the best thing to do over a pint! The response to #YourPint so far has been overwhelming as huge amounts of fans have jumped on board with the spirit of the campaign.”

Innis & Gunn Lager is available in Asda, Morrisons and Tesco stores UK-wide, on draught in The Beer Kitchens in Edinburgh, Glasgow and Dundee, and in bars across the UK.

The freshest pint of Innis & Gunn Lager is available fresh from the brewery, served from specially installed tanks, in Edinburgh at Black Ivy, Platform 5, Drum & Monkey in Glasgow and all Innis & Gunn Beer Kitchens.