From Grain To Grass - Greene King IPA

Challenge & Solution

Highlight the fundamental issues facing grassroots sport in the UK, and shout about the contribution of Greene King IPA’s Proud to Pitch In fundraising scheme, where money raised through beer sales is donated to grassroots clubs

Brazen rose to the occasion by commissioning a giant billboard made out of living turf, which was installed in the city centre of Birmingham alongside a pop up Greene King bar. Every time a pint of IPA was handed out from the bar, an in built sprinkler system watered the billboard – bringing to life how keeping the beer flowing keeps the grassroots growing

At the same time, national research was commissioned to delve into the issues faced by clubs across the UK, with fundraising, and particularly pitch maintenance identified as major challenges

Finally, to bring the separate elements together, we worked with celebrity horticulturist David Domoney, who landed his turf expertise to the campaign (and poured a cracking pint too!)

 

Results & ROI

  • 67 press & social hits, including key regions where for grassroots funding
  • 2 press interviews across national and consumer publications
  • 15,007,053 total campaign OTS