A campaign by Four Communications for client Greene King has been nominated as a finalist in the SABRE awards 'UK and Ireland £50,000 to £100,000 PR' category.
Four and Greene King faced intense competition, with over 1,600 entries from the EMEA region this year, to make a shortlist of just five in its category.
This highly prestigious award, managed by the Holmes Group, is judged against strategic approach, breakthrough thinking, executional excellence, integrity and effectiveness.
Greene King, the Official Beer of England Rugby, has developed its sponsorship and PR strategy to build an affinity with England Rugby on a wider level beyond Twickenham match day rights and increasing brand reach and volume of new drinkers.
To address the sponsorship and PR challenges Lawrence Dallaglio, British & Irish Lion and Wasps legend, was secured as the beer’s rugby ambassador and the ‘A pint with’ PR campaign was launched to engage rugby fans in the stadium, the pub and at home.
The campaign’s success has led Greene King IPA to extend its rugby sponsorship in the South (Harlequins and London Wasps) and North (Sale Sharks) of England, reaching new audiences in its target regions.