RKCR/Y&R Say 'Let There Be Beer'

Members of the brewing industry have engaged advertising agency RKCR/Y&R in a mission to change the image of beer in the UK through a campaign called Let There Be Beer.

The brewing industry is united in one single mission and working together to stem the decline in beer. RKCR/Y&R is to take on advertising for the Let There Be Beer campaign, which launches on 29 June.

Global Brewers Initiative comprises some of the world's biggest brewing companies, national brewers, publicans, retailers, organisations such as the British Beer & Pub Association (BBPA) and support from the Campaign for Real Ale (CAMRA) and the Society of Independent Brewers (SIBA).

On behalf of beer, the Let There Be Beer campaign is set to reignite the public’s love of beer and restore lagers, ales, bitters, pilsners and stouts firmly in the nation’s hearts.

The campaign will focus on celebrating the very best of beer and will involve a multi-platform programme of activity to bring lapsed drinkers back to beer through a variety of means, including a national TV ad campaign, broadcast partnership, celebrity assosciations and a social media content programme.

RKCR/Y&R client services director Matt Steward said: "This was a remarkable challenge and opportunity to create something bigger than just advertising.  Let There Be Beer gives us a celebratory platform to leverage the nation’s latent love of beer and create immersive, entertaining content and communications that demonstrate the unique role that beer plays in our lives.

Let There Be Beer spokesperson quote: "This coalition is a first for the brewing industry and we are united in our passion for beer. Let There Be Beer is a rallying cry to the nation to remember just how good it is to have a beer, getting Brits rediscovering beer all over again and giving it whirl on occasions which they might not have considered before. We are pleased to be working with partners who share this enthusiasm and can deliver a creative, behaviour change campaign for us."

 
Key People
Client:                                                   Beer (the brewing industry)
Advertising Agency:                        RKCR/Y&R              
Agency Creative Director:            Mark Roalfe   
Copywriter:                                        Algy Sharman
Art Director:                                       Al Brown                   
Planning Director:                            Ben Kay
Planner:                                               Emily James                                       
Business Director:                            Matt Steward             
Account Director:                             Roly Darby    
Agency Producer:                            Keeley Pratt               
Media Company:                             Mindshare
Production Company:                    SMUGGLER       
Director:                                           GUY SHELMERDINE                             
Editor:                                           ANDY MCGRAW                                     
Post prod Producer:                       PAUL BRANCH                      
Post-production:                              MPC - LUDO FEALY    
Audio post-production:                 THE WORKS & ENVY