• Maltsmiths has launched its first TV campaign following its Out-of-home and social campaign earlier this year
  • The new TV commercial introduces viewers to the world of the Maltsmiths and their passion for brewing crisp and flavourful beers for everyone to enjoy
  • ‘When You Love What You Do’ aims to invite people into the craft beer segment for the first time by throwing open the doors to the brewery and welcoming consumers into a bright, inclusive brand world

Maltsmiths has launched its first TV advert following the brand’s Out-of-home and social campaign earlier this year.  Highlighting the love the Maltsmiths have for what they do, the 30 second spot ‘When You Love What You Do’ aims to invite people into the craft beer category for the first time.  With an upbeat musical track, the film positions Maltsmiths Lager as a crisp and flavourful beer for everyone to enjoy.

The film follows a joyful male and female Maltsmith dancing around a brewery to the tune of Hall and Oates ‘You Make My Dreams’. The large brewery doors open to reveal a green open space full of family and friends enjoying Maltsmiths Lager. The ad finishes with the Maltsmiths pulling pints and sharing their passion with others, highlighting the positive, upbeat nature of the brand.


Launched to bridge the gap between premium lager and craft, Maltsmiths’ Pilsner style Lager and IPA address a key barrier to trial – nervousness around taste – with a crisp, flavourful and refreshing style.

Earlier this year Maltsmiths undertook an eye-catching redesign across its packaging to create stand-out on-shelf and encourage consumers to trade-up and try craft. The ad campaign has been launched to further improve its already strong performance since launch. With a total media spend of £4.5million in 2018, Maltsmiths has raised its profile as an inclusive beer, making it more attractive to first timers to the craft beer category.

Izabela Glodek, Brand Director at HEINEKEN said:  We’re thrilled to launch our brand new Maltsmiths ad that really shows the passion behind the beer. Maltsmiths is the perfect gateway beer for those who want to try craft but aren’t sure where to start and it plays a crucial part in attracting the huge 78%[1] of beer drinkers who are yet to try craft.  We are really proud of our crisp and flavourful beers, and hope our new ad will encourage more consumers to try craft.” 

Maltsmiths Lager is listed in all major grocery retailers.  To support the new campaign launch, Maltsmiths will be carrying out activations across all of these major retailers, encouraging consumers to try crisp and flavourful Maltsmiths Lager for the first time.

Maltsmiths’ ‘When You Love What You Do’ ad will run on TV in August and September and on video on demand from August to October 2018. The ad was devised by St Luke’s and directed by Jake Scott from RSA. 


Creative agency:  St Luke’s

Chief Creative Officer: Al Young

Executive Creative Director: Richard Denney

Art director/copywriter: Laura Stevens / Claire Wombwell

Planning Lead: Dan Hulse

Business Lead: Lara Poole

Agency Producer: Jenny Busby 

Media agency: Starcom 

Production Company: RSA Films 

Director: Jake Scott 

Producer: Garfield Kempton 

Editor: Struan Clay – Final Cut  

Post-production: Big Buoy   

VFX Producer: Andy Salem 

VFX Supervisor: Tim Davies 

Colourist: Mark Horrobin 

Music consultant: Ollie White – Theodore 

Audio post-production: Jungle

About HEINEKEN in the UK

Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business and employs around 2,200 people. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Foster’s, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti, Maltsmiths and Old Mout backed by a full range of niche and speciality brands.

[1] Kantar WorldPanel L52W Penetration Data to 17.06.18


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