After the success of Camden Town Brewery’s 2019 on-pack promotion, ‘Fresh Beer, Fresh Prints’ returns to shine a spotlight on the freshest creative talent around. The brewery has teamed up with 12 artists to create one-off prints which are available with Fresh Print packs of Hells in nationwide retailers now.
Camden has always had a love for design and wanted to give everyone the opportunity to have great art from the freshest artists to enjoy at home. So, this year, Camden teamed up with YCN’s NEW NOW programme for an open submission to help select the featured artists and find the freshest up and coming talent to collaborate on this promotion.
Launching ‘Fresh Prints’ for the first time last year, Camden experienced an impressive redemption rate of 14%, winning multiple awards from the Institute of Promotional Marketing including first place for ‘Prize Activation of the Year’. The Fresh Prints promotion also won silver for ‘On, In or With Pack Activation’, and bronze for ‘Marketing Management.’
Now back and bigger than ever for 2020, Camden have increased the scale of this year’s promotion by running it across more Hells Lager SKUs, more supermarket stores and will be available on shelves for longer driving more value in store. Not only does the promotion reward Camden fans, it encourages new users to pick up and try a pack of Hells, which from research, the brand knows people love when tried.
Fresh Prints is available across Hells 4, 10 and 12-packs of 330ml bottles, as well as the new addition of 4-packs of Hells cans, in Tesco, Sainsbury’s, Morrisons, Waitrose, Ocado and Asda nationwide.
Andre Amaral, Marketing Director at Camden Town Brewery said: “Great design has always played a big part of what we do at Camden, from the creation of our products to working with a seasonal illustrator each year. We’ve been lucky enough to work with some incredibly talented illustrators and designers over the years, and Fresh Prints is the perfect platform to give people great art in their homes. The promotion is also a great trial driving mechanic for Hells as we know that when they taste our fresh, never pasteurized lager, they love it! Last year’s Fresh Prints promotion was a huge success, so now it’s back and running across more SKUs and more stores nationwide, making great beer and great design available to everyone.”
Redeeming a fresh design print is simple. Within each ‘Fresh Prints’ Hells packs there is a unique code which customers can redeem on the Camden websiteto claim a free print delivered straight to their door.