Pub Landlord Campaign Background

What is the background to the campaign?

The roots of the campaign began over 10 years ago, when Guinness decided to start talking to their most loyal customers via a relationship marketing programme. Back then the key medium was direct mail.

And one of the key campaigns every year was the Birthday card. In fact, even though, over the years the GUINNESS relationship marketing programme has become known for its wacky direct mail packs with harmonicas and trees that grow on Guinness, it was always the Birthday card, often the most inexpensive pack, which scored most highly with consumers â€" repeatedly getting 97% unprompted recall in post campaign research. With most saying it prompted them to celebrate their birthday with a pint of the black stuff. And highlighting the power of a well-targeted and topical direct mail.