Greene King Brewery has launched “Beer Slide” – the latest campaign under its “Legendary Beers, Centuries in the Making” platform, developed by creative agency Neverland – celebrating the years, decades, and centuries it takes to master something special, while helping to showcase Greene King’s quality beers beyond its pubs.
The campaign follows the eternal quest to master the perfect beer slide across centuries of English history. From medieval taverns and Napoleonic warships through to England’s iconic 1966 World Cup victory and the present day, each attempt brings a new way for the beer to go wrong, before finally landing perfectly in a Greene King pub.
The campaign is rooted in the idea of “English legends”, using familiar moments and characters from English history to bring Greene King Brewery’s own brewing heritage to life.
The film is accompanied by a bespoke recreation of a 17th-century Latin aria, with the original lyrics reworked to simply sing about “beer”.
The campaign follows Greene King Brewery’s recent Beer Tapestry activation, where an 8 metre embroidered history of beer was created and hung in the Museum Tavern pub, which was renamed the Beer Tapestry for the duration of the campaign. The pub located opposite the British Museum, home to the Bayeux Tapestry, garnered international media and social media attention, gaining huge share of voice, successfully hijacking this international cultural moment. This latest campaign continues the focus on Greene King’s beer credentials, with activity running across AV, social and out-of-home in the UK and Ireland.
Neverland’s ambition for Greene King found its creative match in director, Noah Harris, whose partnership with Agile Films and a wider team of exceptional collaborators helped bring centuries of history to life. A single studio shoot day was the starting point for this journey, with the team’s high level of craft on-set making each era feel tangible and authentic through the lens. The post-production team brought that same ingenuity to completing the historical settings, embracing new techniques to give the film its expansive sense of scale. The resulting work reflects the imagination and shared creative ambition of all involved.
Lloyd Daniel, Creative Director at Neverland, said: “Greene King’s legendary beers are matched only by their legendary tales, and this is just chapter one.”
Alex Radcliffe, Head of Marketing for Greene King Brewing & Brands, said: “At Greene King, we are incredibly proud of our 227-year brewing heritage. Since 1799, we’ve been perfecting the art of the British pint and our new campaign, ‘Legendary Beers, Centuries in the Making’ brings this rich history to life with wit and energy, showing viewers exactly how far our beer has travelled to become the superb pint it is today.”
The media strategy, developed by the7stars, is designed to bring the creative proposition to life and establish Greene King as a symbol of authentic English brewing. Using Greene King’s first-party sales data alongside the7stars’ audience planning tool, Gravity Connect, the campaign will identify beer drinkers across London and the South East with the greatest potential to drive consideration and sales. Video forms the foundation of the campaign, with the 30-second hero film running across premium VOD and YouTube, supported by shorter-form assets, high-impact digital display and an OOH campaign spanning large-format DOOH, roadside, London Underground, bespoke lenticular executions and flyposting.
Amber Stephens, Business Director at the7stars, said: “Rather than relying on traditional pub catchment targeting, we’re using audience intelligence to focus investment on the beer drinkers most likely to drive growth for Greene King. Bringing that precision together with high-impact storytelling gives us the opportunity to build the brand’s brewing credentials while driving consideration at the point of choice.”
Source: Neverland
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