Tsingtao Beer

Client

Halewood International

Additional Info

Design, Illustration, Advertising (Press), Event Support Materials, Event Support.

Halewood International is the sole UK distributor for Chinese beer Tsingtao (pronounced "ching dow"), one of the world’s biggest beer brands. Halewood asked england to help launch Tsingtao in the UK by developing an advertising campaign to raise awareness of the beer outside of the restaurant trade, increase off-trade sales and help promote sales in the increasing on- trade style bar sector.

Full-page advertisements were taken in a range of nationals such as Sport Magazine, regionals including the Leeds Guide and trade publications such as Imbibe and The Publican. Tsingtao has also appeared in the Chinese press as well as being a sponsor for dragon boat racing and The Dunlop Masters international table tennis championship.

A competition to find the UK’s best Chinese restaurant, Legacy of Taste, ran alongside the advertising campaign. Public voting was promoted via POS in restaurants, through direct mail, SMS and online, all managed by england.

The competition attracted thousands of entries, surpassing all expectations and the reputation of the beer is being built up as it receives good reviews from consumers and connoisseurs alike.