Estrella Galicia, the Spanish heritage beer brand has launched their ‘real Spanish beer campaign’ to educate the UK market that they are authentically 100% Spanish and brewed in Galicia Spain since 1906.

The family owned Spanish beer group has launched the campaign after consumer research found that *80% of premium beer drinkers considered authenticity important to them and that people would pay more for a genuine Spanish import.

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The Spanish World beer campaign creative is by Global Strategic Agency Southpaw and plays on the words of Span-ish, No Bull and Fake Brews. The OOH will feature on key targeted digital sites and will be a regional campaign alongside National Radio ads and socials. The radio ads even have a character called Carl from Crewe not even a Carlos from A Coruna …

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It’s also asking consumers to look for the label to see if the beer is authentically Spanish.

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Southpaw Head of Strategy Niki Jones, ‘In a world where everyone is rushing to get out another faux ad, this authentic Spanish beer needed something a lot more real. Real social listening showed us that World beer lovers were starting to get really upset about being duped and cheated by big British-brewed brands masquerading as Spanish beers, so we went all-in with a provocative but funny campaign to open more people’s eyes to the noisy pretenders’.

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Lindsay Castling Senior Brand Marketing Manager, UK & Ireland Estrella Galicia. ‘Working with our long term strategic and creative partners Southpaw, we have created an exciting new brand campaign to raise awareness of our true Spanish roots and authenticity and encourage those beer drinkers in the UK looking for a true Spanish beer to seek us out. We are really proud of the campaign produced and hope the creative and playful, yet provocative messaging creates the intrigue and impact we’re looking for’.

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The campaign launches on 20^thNovember on Socials, Radio stations and Out of home on a National and Regional scale.

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*Sources: portal.Euromonitor.com 2022, Nielson 2022, AppinioMarket Research Aug 2022

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