Wainwright Beer Unveils Second Wave of Motivational ‘Find Your Mountain’ Campaign

Wainwright has unveiled the second stage of its award-winning Find Your Mountain campaign, with a new series of motivational posters promoting its Golden Beer.

Devised by Big Al’s Creative Emporium, phase two of the campaign sees the launch of four inspirational executions across print, outdoor and POS media, all anchored on the hashtag #findyourmountain.

Named after the famous Lakeland fell walker, Alfred Wainwright, the brand was acquired by Marston’s who took over the Thwaites Brewery in 2015, and who sought to overhaul the brand’s positioning in an attempt to appeal to younger consumers in the midst of a declining ale market. 

The four new images follow on from last year’s campaign launch when, tasked with broadening the appeal of Wainwright from its regional Lake District heartland by giving it a national appeal and connecting with a younger, increasingly discerning ale drinker, Big Al’s developed an integrated multi-channel campaign around the creative platform, ‘Find Your Mountain’.

Stef Jones, ECD of Big Al’s Creative Emporium, comments: “Our task was to expand Wainwright’s appeal beyond the cloth cap and pipe smoking enthusiast. The question was how do we appeal to a younger ale drink who may never have been to the Lake District or heard of Alfred Wainwright?

“By positioning Wainwright as a reward for personal endeavour, we succeeded in giving the brand an appeal that connects emotionally with a broader, younger audience who are becoming more discerning about what they drink and are looking for a more rewarding drink than their standard pint.”

By digging into the truth behind the brand, away from the legend of Alfred Wainwright and more towards the way in which he embraced life’s challenges with an indomitable spirit, Big Al’s created a motivational position that transformed Wainwright into a national ale brand.

Consequently, sales of Wainwright’s Golden Ale were up 61% year on year - just eight months after the launch of the Find Your Mountain campaign.

Gaynor Green, Marketing Manager at Marston’s, comments: “'Big Al's presented a number of ideas, but as soon as we saw ‘Find Your Mountain’ we knew it was the perfect platform to take the brand on to a new audience. The ‘Find Your Mountain’ campaign has captured the imagination of the trade and the consumer, and has been the engine behind one of the most successful premium ale brands in the country.”

Jones adds: “The results speak for themselves. Not only did Wainwright see a huge rise in sales last year, the campaign was also awarded Best Campaign of 2016 at the prestigious Grocer awards. We’re incredibly proud of this campaign and it’s been an absolute pleasure working with Gaynor and the Marston’s team again.” 

Phase two of the Find Your Mountain campaign goes live across print, outdoor and POS executions throughout spring.