Our best-selling IPA, Proper Job, is this week unveiling a new brand identity and biggest ever marketing campaign.
Designed to bring to life Proper Job’s strong provenance and taste credentials, the campaign, commissioned through marketing agency TMW Unlimited, will communicate the beer’s proposition – Make It a Proper IPA. The beer’s refreshed brand identity has been designed with a wider audience in mind - particularly the 25-34-year-old demographic.
The new campaign will be supported by advertising and point of sale featuring one of our brewers and a real brand ambassador – selected from a pool of national Proper Job consumer champions. Cornish chef Jack Stein, the son of celebrated chef Rick, has also been appointed as a celebrity brand ambassador for the campaign. He will create content for the marketing channels, including social media posts and live events, to enhance Proper Job’s ‘foodie’ credentials.
The beer was launched in 2008 and has since become a smash hit. It’s now served behind the bar in pubs nationwide and is oue best-selling export brand.
Marketing & Communications director Jeremy Mitchell said: “In the ten years since its launch, Proper Job has attracted a passionate following of discerning beer drinkers. Now it’s time for us to let a wider demographic of pub goers experience the pleasures of a proper IPA – and TMW Unlimited’s campaign is a properly good way of doing it.”
Core campaign assets will be rolled out by our in-house design team at the Brewery in pubs across the country – including new beer mats, drip mats and bar runners.
To mark the start of the new campaign, Proper Job is also running a trade promotion for licensees in September and October. Those who contact their supplier and purchase 2 x 9G of Proper Job will be entered a prize draw to win one of three ‘proper sporting weekends’ with hospitality – including tickets to watch premiership rugby, football, horse racing, golf or cricket.