Launch of Tennent’s sustainable brewing ad campaign

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

The campaign will encompass outdoor advertising (OOH), digital and public relations. He 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, brewing only with local barley and reducing the distance between the brewery and the bar.

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

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

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

The campaign, by creative agency John Doe Group, with media buy from Republic of Media, was accompanied by a public relations and digital campaign, carried out in partnership with Tennent’s Lager’s internal team.

Cameron Matthews, Senior Brand Manager, Tennent’s Lager, noted: “As one of Scotland’s oldest companies, we take sustainability and the climate change crisis very seriously. We’ve been brewing from the same site in Glasgow for 450 years, and we certainly have the ambition to continue for the next 450 years.

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

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

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