The Creative Consultancy

McMullen

McMullen – Relaunching real ale

When Fergus McMullen asked us to refresh his brewery’s real ale credentials we devised an integrated campaign that used nostalgic rural imagery to build on two centuries of brewing history. A poster and Facebook campaign promoted seasonal ales in McMullen pubs.

We came up with the idea of appointing in-house McMullen Ale Champions to train colleagues and run customer events with specially created tasting notes and background on the brewery’s heritage. During the course of the campaign over 3,000 customers were recruited to the McMullen ReALE Club.