Spanish beer Estrella Galicia is investing £10m to drive awareness of the brand in the UK.
The activity includes the latest burst for the brand’s ongoing ‘Spanish not Span-ish’ campaign and sports sponsorships with McLaren and MotoGP.
The Spanish not Span-ish campaign is designed to shine a light on the brand’s authentic Spanish provenance, versus 80% of the top ‘world lagers’ which are actually brewed in the UK.
This revelation is brought to life via a comedy sketch for media and social channels, with wider support from radio, digital and out-of-home advertising as well as PR, social and off-trade activities.
Aitor Artaza, Managing Director for Estrella Galicia International, commented: “The UK is an important market for us as people here embrace authenticity and heritage of brands. That’s why we have put a multi-million-pound investment behind the brand to ensure that people are aware of it and its genuine Spanish provenance.
“We also intended to give a gentle hint that not all beer brands can say the same. Together with our sports partnerships, we are expecting to see the brand continue to grow in the UK.”
