Fuller’s seeks new agency to take on relaunch of London Pride beer

London brewer Fuller Smith & Turner is drawing up a shortlist of agencies to pitch for its Fuller’s London Pride brand, which is handled by Butler Lutos Sutton Wilkinson.

Fuller’s has recently hired its first board-level marketing director, John Roberts, who is planning a relaunch for Fuller’s London Pride with a spend of up to 1.5m. Roberts came from Scottish Courage, where he worked on big-name beer brands such as John Smith’s Bitter.

He says: “We are with Butler Lutos at the moment but are interested in studying other agencies as well, with a view to an appointment later this year. We are looking at a seven-figure budget, but depending how it goes, this could be increased.”

London Pride is sold in pubs and bars in the London area only. Roberts’ experience with John Smith’s, itself once a regional ale, shows that it could have potential to increase its catchment area.

The brand is already sold nationally through off-licences and supermarkets. Its advertising spending is small at the moment but the company is to increase its marketing budget.