Freddies Fruit Lager
TYPE: Extra Curricular
CLIENT: Daryl Moss & Marvin Henshaw
STUDENT NAME: Samantha Dyson
DURATION: 2015 | 3 Weeks (Part time)
‘To design and implement an exciting marketing campaign to roll out during ‘Freshers Week’ at universities across the North West.’
The project participant, Samantha Dyson, of BA (Hons) Fashion Brand Management, worked closely with the School of ADF team & FFL over three weeks to design, curate and implement a successful promotional campaign. The campaign was carefully planned and designed, providing a follow through strategy for FFL to continue promoting the brand after initial implementation.
‘Freddies Fruit Lager’ is an alcohol beverage company based in Preston, founded May 2014. Directors Daryl Moss and Marvin Henshaw’s previous focus was primarily on events and festivals in major cities across the UK, such as: Leeds, Manchester and Liverpool. Moss and Henshaw approached UCLan in 2015 looking for assistance in market expansion and brand awareness in the form of a visual brand campaign that would be rolled out nationally.
While beer brands such as Stella Artois, Carling and Carlsberg have launched cider variants in recent years, FFL took the opportunity to introduce a range of new fruit lagers to the UK market in summer 2015.
The objectives of the project were:
‘Potential competitors | dossier of data | new market gaps | ideas for campaign | confirm consumer base).’
‘Research Mood Boards | presentation of findings (client critique)’
‘Two working design proposals for brand | full works brand campaign | consideration of venue | Moodboards for one chosen proposal’
‘Planning for photography, short video, print based material | Social media plan | e-commerce edits’
‘Presentation | pack of contents’
The project completed with a new brand image and promotional plan. This successfully enabled the client to introduce the new promotional imagery into a local Preston venue, with a view of rolling out internationally in other student populated cities.