Run With Pride!
Fuller's have never been an official sponsor of the London Marathon - but this has not stopped them from making the consumer believe they are!
We uncovered some insights from running chatrooms that 'runners' frown on the amateurs who do not observe the running code!
From these we developed a campaign based on the quirks of different runners.
We shot a series of short films that showcased different running 'styles' - such 'the topless runner', the 'Barger' and the 'Litterer'. These were used across social channels for one month prior to the London Marathon using the #RunWith Pride.
The results: Fullers saw a 40% uplift in sales within two weeks of the campaign going live.