The objective is to maximise the opportunity, through a partnership with Nicholson’s and Fuller’s London Pride in order to:-Drive new customers into Nicholson’s pubs-Increase the loyalty of exsisting trade-Drive purchase / trial of London Pride Election Ale

There is nothing like an election to get customers talking, which is where the concept “vote with your throat” originated. Customers select one of three bar mounted fonts of London Pride, coloured to a political party, either Tory, Labour or Lib Dem. The fonts were linked to three independent casks that measured to the number of “votes” each day. The results from the outlet were chalked up daily onto a back bar “Swig-O-Meter”.Supported by point of sale throughout the outlet, from bespoke pump handles, to external A-Boards publicising our “Polling Stations” to stickers on hand dryers and toilet cisterns.

Like-for-like (L4L) sales show a fantastic ale sales uplift of 29%.The campaign generated huge PR interest with articles being featured in trade press, The Times, Daily Telegraph, Evening Standard, London Tonight, BBC Radio, Capital Radio and even unprompted exposure internationally with Tokyo TV and the Los Angeles Times.

During the period of the promotion L4L ale sales were in 29% growth.“Vote with your Throat” played a vital role in contributing to the fantastic 15% sales growth of Nicholson’s last year.

As for the overall poll result – Labour 54%, Conservative 25% and Lib Dem 21%.

Everyone has a political opinion even if they choose not to vote and drinking conversation, as we all know, often ends up on the subject of politics! We developed our “Election Ale” campaign to create a fantastic talking point within and outside our pubs.This promotion brought the General Election, a topic very relevant to our target market, to life in a totally unique, innovative way within our pubs. We captured their imagination with our humorous approach, and reinvigorated our core customers to regularly support their local Nicholson’s pub with their loyalty.