Scottish & Newcastle has appointed Frame to launch an advertising campaign for McEwan’s Ales portfolio, marking the first activity for the brands in a decade.
The agency will create a through-the-line campaign, although no TV work is planned. Graeme Atha, a director at Frame, worked with the brewer to create McEwan’s Sessions, a traditional music initiative aimed at raising the profile of the brands, through his Crak Marketing company prior to joining Frame last year.
The initiative won Scottish & Newcastle the Business Excellence Award at last year’s Scottish Marketing Excellence Awards and was nominated in the national awards.
“We’re working on a full, through-the-line campaign which breathes life into the brand,” said Atha. “The 60, 70, 80 and Export brands haven’t been promoted for probably 10 years, although there is a recognition that McEwan’s has significant brand value and equity in Scotland. Scottish & Newcastle are planning to put a substantial amount of marketing budget behind the campaign.”
The agency was appointed to the account by Fiona Seath, brand manager for McEwan’s.
McEwan’s Sessions is now in its 3rd year. The Sessions involve pubs around Scotland being subsidised to put on traditional music sessions as well as receiving marketing support from both S&N and VisitScotland.