It is based around the idea that: A beer as alive as the city that brews it and focuses on the energy and vibrancy of the capital and Londoners and London Pride’s role within it.
The campaign, developed by The Corner London, is supported by an interactive digital campaign, which launches on 4 May.
It will focus on facts that capture London Pride’s special relationship with the City and that it has been brewed in the same spot in Chiswick for the last 60 years.
Followers on Twitter will be asked to share their perfect London Pride moments and for an hour, at certain points during the campaign, anyone who tweets one of those moments will receive a voucher for an instant free pint of London Pride.
There are also three new posters featuring different parts of the River Thames from dawn to dusk, which will be visible in the capital.
This will include more than 500 posters around the London transport network. There will also be a full takeover of London’s Waterloo station as well as a number of press ads in targeted London titles.
Jane Jones, Fuller’s head of marketing, said: "The Made of London campaign has real traction with Londoners and nearly six million people will see this latest burst. As ever, we look to reward our fans across the Capital too – and digital allows us to do this beautifully.
"Previous campaigns have generated extraordinarily high levels of engagement and we hope our followers will share some fantastic photos with this latest activity."
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