Our Fuller’s work receives a Webby Honoree

True’s work for Fuller’s at Father’s Day has picked up honoree status for best Digital Campaign at the 2018 Webby Awards. This means it came in the top 18% of the 13,000 entries to the global internet awards.

We are proud to have our work ranked alongside the campaigns of cultural powerhouses such as Spotify, HBO and T-Mobile.

As a nation, we spend three times as much on Mother’s Day as we do on Father’s Day. Mums get four times as many cards as Dads. Worst of all, according to QI, Mother’s Day registers the greatest number of phone calls, while Father’s Day triggers the highest volume of reverse charge calls.

With My Dad’s Pub, we wanted to make it easier for people to give their Dads the more visible display of affection they deserve, whilst promoting table bookings at the huge estate of Fullers’ pubs across the UK.

Our  campaign meant people could win the opportunity to dedicate an entire pub to become their Dad’s local. His favourite food, his favourite beer. A chance to pull the pints, his loved ones all there, and best of all, his name and picture on the sign. Plus, everyone who entered the competition could claim a free pint for themselves and their dad.

We combined highly targeted paid social media, a tailor-made landing page and a search campaign to promote entries and find Paul Lightfoot, our lucky Dad.

Over the two-week campaign, Fuller’s experienced the highest ever volume for brand-related searches. This indicated a shift towards a new customer journey; one that starts not with the pub’s address but the Fuller’s brand and its offering.

“My Dad’s Pub was a unique way to celebrate Father’s Day and reward dads with the ultimate Father’s Day present. Fuller’s customers love the competition as much as we do, and we can’t wait to build on it with Team True in 2018." - Nick Corden, Head of Retail Marketing, Fuller, Smith & Turner

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