Spanish beer brand 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.
Its Spanish not Span-ish campaign is designed to shine a light on the brand’s authentic Spanish provenance versus most other ‘world lagers’ which are brewed in the UK. This revelation is brought to life via a comedy skit for media and social channels, supported by radio and digital ads, out-of-home ads in cities across the UK, PR, social and off-trade support.
“The UK is an important market for us as people here embrace authenticity and heritage of brands,” said Aitor Artaza, Managing Director of Estrella Galicia International.
“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.”
