Consumer relations firm Frank PR is aiding brewing industry leaders to combat negative perceptions regarding beer consumption in the UK with a new campaign called ‘Let There Be Beer’.
The initiative launches on 29 June and has the backing of the British Beer and Pub Association (BBPA) and Campaign for Real Ale (CAMRA).
Beer, lagers, ales, bitters, pilsners and stouts will be celebrated through national TV ad campaigns, broadcast partnerships, celebrity associations and a social media content programme.
A ‘Let There Be Beer’ spokesperson said: "This coalition is a first for the brewing industry and we are united in our passion for beer. ‘Let There Be Beer’ is a rallying cry to the nation to remember just how good it is to have a beer, getting Brits rediscovering beer all over again and giving it whirl on occasions which they might not have considered before.
"We are pleased to be working with Frank PR, who share this enthusiasm and can deliver a creative, behaviour change campaign for us."
Andrew Bloch, group managing director and founder of Frank PR, said: "Being for the entire beer category rather than anyone type or brand, ‘Let There Be Beer’ poses an exciting opportunity for us as we aim to bring the nation back to beer, benefiting the beer category as a whole.
"Beer and the brewing industry are rich in tradition and of great economic importance in the UK so we of course jumped at the chance to be part of a campaign that is set to be an iconic moment in British beer history."