W Communications

London

Camden Town Brewery 'A Sauce of Conversation'

The brief:

Camden Town Brewery needed to recruit new beer lovers from across the UK, particularly those outside London and above the age of 35. With a market worth £19bn and fierce competition, they sought a showstopping campaign to capture attention and drive sales.

Our solution:

In partnership with Camden Town Brewery, we identified a golden opportunity to create a unique collaboration that would resonate with an older demographic—specifically Boomers, who are among the UK's most avid beer drinkers. By daringly connecting Camden Town Brewery with the iconic UK condiment brand HP Sauce, we crafted a cross-generational collaboration that would bring two juxtaposed brands together over a beer made with brown sauce. This unexpected partnership not only captured attention but also sparked conversations across generations.

Creative execution:

We developed a limited-edition Camden HP Brown Ale, infused with date puree and black pepper, and adorned with co-branded bottles featuring HP Sauce's iconic blue branding. The campaign was supported by a multi-channel approach, including bespoke merchandise, a custom-coded webshop, influencer advocacy, and a launch event at Camden’s NW5 Beer Hall transformed into a traditional British caff. The event featured "Great British Bangers," conversation starter games, and appearances from cultural icons like Grime Gran.