Camden Hells Fresh Prints

A unique promotion that we are very proud to have won 3 Awards for at The IPM Awards 2020. A Gold for Prize Activation of the Year, Silver for On, In or With Pack Activation and a Bronze for Promotional Marketing Management.

The Insight

Camden Hells suddenly found themselves moved from their established position in the ‘Craft Beers’ section of supermarkets, across to the ‘Premium Beers’ section. How should they introduce themselves to these premium drinkers?

The Challenge

Camden Hells like to challenge the status quo. They have a unique, fresh-thinking and artistic personality. This needed to come through in a promotion that would convert premium drinkers and convince retailers to give them more visibility in the premium section.

The Solution

By teaming up with 12 up-and-coming artists, this gift-with-purchase offered consumers added-value in the form of exclusively produced funky printed art pieces – something that customers would want to proudly display on their wall.

We managed the whole promotion under a fixed fee, which really helped maximise Camden Hells budget and ROI. The free art prints became really popular and as product began flying off the shelves, the brand team had peace of mind that their costs were fixed however many prints were redeemed!

The Results

Not only did this unusual collaboration of beer and artist’s works-of-art brighten up the supermarket shelves, but it brightened up the walls of their customers too!

This promotion helped establish Camden Hell’s unique personality to a new audience and achieved fantastic results in terms of a 20% increase in sales and significantly improved in-store exposure.