Fuller’s London Marathon: Run With Pride!
Fuller’s have never been an official sponsor of the London Marathon. This didn’t stop us making the consumer believe they were. Insights from chatrooms uncovered a subculture of runners who frown on ‘amateurs’ who do not observe the running code! This led us to base the campaign on the querks of different runners. The campaign targeted social channels one month prior to the London Marathon. We shot the films in various locations around central London. Fuller’s saw a 40% uplift in sales within two weeks of the campaign going live. WARNING: The following footage contains images unsuitable to purist runners!