Estrella Galicia is investing £10m to drive brand awareness in the UK, including fresh bursts for the brand’s ongoing ‘Spanish’ not ‘Span-ish’ campaign and its McLaren and Moto GP sports sponsorships.
The revelation is brought to life via a comedy skit which mocks false efforts at Spanish-ness from cther brewers. it has been created for media and social channels as well as OOH ads across the UK, radio and digital ad spots.
The ‘Spanish not Span-ish’ campaign is derived from the fact the brand is actually brewed in Spain, compared with 80% of top world lagers, which are actually brewed in the UK.
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“The UK is an important market for us as people here embrace authenticity and heritage of brands,” said Estrella Galicia International managing director Aitor Artaza.
“That’s why we have put a multi-million pound investment behind the brand to ensure that people are aware of it and its genuine Spanish provenance,” he continued.
“We also intended to give a gentle hint that not all beer brands can say the same. Together with our sports partnerships, we are expecting to see the brand continue to grow in the UK.”
