LOVE or FEAR, the psychologically-led ad agency set up by Dave Dye, Matthew Waksman, Allan Dutton with Paul Edwards and Rosie Arnold as advisors has been appointed as lead creative agency for the alcohol free beer brand, Lucky Saint.
The beer has won plaudits across the industry since launching in October 2018 and will be available on draught around the UK when pubs re-open.
The first brand campaign ‘LUCKY SAINT. Tasting Is Believing’ will appear across national OOH sites in 16 cities all over the UK, supported by social, digital, and influencer activation.
The campaign pays homage to the brand’s devotion to taste above all else, creating a beer that most people can’t quite believe is 0.5% ABV.
Luke Boase, founder said: “Lucky Saint has won a cult following amongst those who taste it. Working with Love or Fear we’ve got a campaign that will motivate even more to join us. Just give it a try: tasting is believing.”
Dave Dye Creative founder of LOVE or FEAR said: “I generally try to avoid advertising that says ‘tastes great’, because people think ‘you’re bound to say that, you make it!. But all the chatter online about Lucky Saint is how people can’t believe they’re drinking low alcohol lager, so it seemed negligent to not continue it. The challenge was how to brand it.”