John Smith's Commemorative Plate

Challenge Leverage the huge buzz around the royal wedding. Insight Our target audience most definitely isn't interested in all the pomp of a royal wedding but they certainly are interested in the national bank holiday that came with it. Idea The British love a lavish bone china commemorative plate, especially for a royal wedding. So we gave them one. However, in typical No Nonsense style our plate was made out of paper and celebrated the day off. Not the poncy wedding. As well as posters, plates were distributed to leading John Smith's-supplied clubs and bars in the brand's Yorkshire heartland and given away free with every pint sold as an in-pub promotion. Entertainment Works. The plate led to an extra 10,000 pints being sold during the period of the wedding and also gave John Smiths thousands of pounds worth of free PR in blogs and newspapers.