Tennent’s launch advertising campaign on sustainable brewing – Insider.co.uk

Tennent’s launch advertising campaign on sustainable brewing – Insider.co.uk

Tennent’s Brewery has launched a multi-channel advertising campaign to underline the importance of sustainable brewing practices.

The campaign will encompass out of home advertising (OOH), digital and public relations. It hopes to show why quality, local brewing is a sustainable option for drinkers.

The campaign will highlight the sustainable processes undertaken by the brewer; including using 100% renewable electricity at Wellpark and other sites across Scotland, only ever brewing with local barley and reducing the distance from brewery to bar.

The campaign features three real-life portraits of Tennent’s staff and suppliers, shot by award-winning advertising photographer David Boni; John Gray, filtration team member, Walter Dandie, barley farmer from Broxburn, and Janet Nicol, HGV driver.

Despite the impact of the pandemic, Tennent’s delivered on its 2019 commitment to invest £14m in its environmental initiatives.

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Highlights from the investment include the installation of a new cardboard packaging plant to remove single-use consumer plastics, which has resulted in removing around 150 tonnes of plastic from the environment per annum, an anaerobic digestion plant and carbon capture facility.

The campaign, by creative agency John Doe Group, with media buying from Republic of Media, was accompanied by a PR and digital campaign, delivered in partnership with Tennent’s Lager in-house team.

Cameron Matthews, senior brand manager for Tennent’s Lager, said: “As one of Scotland’s oldest businesses, we take sustainability and the climate change crisis very seriously. We have been brewing from the same site in Glasgow for 450 years, and we certainly have ambitions to continue for the next 450 years.

“Like many businesses, we know there is still a lot of work to be done. We are committed to lasting environmental change and want to lead by example in our industry. Our continued progress means we are now completely free of single-use consumer plastic, our brewery is zero-waste, and we only ever use renewable electricity at Wellpark.

“Tennent’s is synonymous with Scotland, and we’re very proud that the beer you order at your local, will be exactly that – made with the finest Scottish barley and fresh highland water from Loch Katrine.”

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Source: https://www.insider.co.uk/news/tennents-launch-advertising-campaign-sustainable-25330398