BrewDog has launched a new campaign focused on its credentials as the world’s first carbon negative brewery.
The campaign, which aims to reach 26m adults throughout August and September, shows the different lives that its customers – and even non-customers – lead, and highlights that its carbon negative credentials mean that it is here for the planet and all of its inhabitants.
The TV ad will feature during high profile ITV shows throughout August, including Love Island and Coronation Street, English Premier League Games on Sky Sports and the upcoming Paralympic Games on C4 and All4.
As the world’s first carbon-negative brewery, BrewDog offsets double its entire carbon footprint through tree planting initiatives around the world. It also brews using only renewable energy, uses packaging made from easily recycled materials, and prioritises local ingredients, as well as transporting its beer in the UK’s first electric 19-tonne truck.
The TV and VoD ad will be supported by OOH, digital, social and print ads which reinforce BrewDog’s ecological message. Headlined with "The Planet’s Favourite Beer", the ads highlight what BrewDog is doing to stay carbon negative – all done with the brand’s signature humorous, light-hearted touch.
The production of all assets in the campaign has also been offset through planting trees, making it a sustainable campaign in every sense.
“The new campaign reinforces BrewDog’s commitment to having a positive impact, both on our diverse audience and the planet," said BrewDog’s Special Projects Director Lauren Carrol. "We’re proud to be a beer for all and to serve our amazing global community. As a carbon-negative brewery, every beer that is enjoyed around the world can have a positive planetary impact.”
Jo Taylorson