Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Fuller's – London Pride's 'Made of London'

Focusing on London Pride's heritage and authenticity, Fuller's partnered with the Evening Standard to create activity that built an emotional connection with their target audience of 'New Traditionals'.

In 2013, London Pride launched its 'Made of London' campaign. Focusing on heritage, hops and horses, it looked great, but what did 'Made of London' actually mean to modern Londoners?

In a city awash with craft beers and new hipster brands, London Pride needed to reconnect with Londoners as the brand of choice amidst a scrum for authenticity.

The Evening Standard's unique status in London and its range of content platforms allowed Fuller's to reach these young Londoners, with a trusted environment that had the power to both influence perceptions and educate about London Pride's heritage and authenticity.

The partnership's editorial focused on 12 real-life, inspiring Londoners – from the boxing coach at Fitzroy Lodge who kick-started David Haye's career, to the original 'Nutter of Savile Row' who clothed the Beatles for the Abbey Road cover.

In addition, Evening Standard readers had the opportunity to participate in a series of events in Fuller's pubs across the capital, where celebrated Londoners shared their stories over a few pints of Pride.

Key findings

  • London Pride went from eighth place to brand of choice for Londoners, with consideration rising 22%
  • 90% of those who saw the campaign took action after seeing it, with 61% going online to read more 'Made of London' stories, and 34% buying a pint of London Pride
  • With 786 article shares, the campaign is the Evening Standard's most shared to date
  • The Sir Ranulph Fiennes and Jason Leonard events are the Evening Standard's top two most highly attended reader events ever

Putting London Pride together with another iconic London brand in the form of the Evening Standard newsbrand allowed us to create a uniquely engaging brand platform. We're hugely pleased with the results and with the way 'Made of London' connected with young Londoners.

Jane Jones, head of marketing, Fuller's

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020 7839 8935


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