Fightback Lager | B2B & Consumer PR Campaign
Having worked a lot with grassroots music venues while I was managing the Jack Daniel’s music programme, I know all too well the daily struggles these venues face to stay afloat.
And the harsh reality is…they are the beating heart of our music industry, and play an imperative part in our music ecosystem. They are the breeding ground for raw talent, places where they can finesse their craft before taking the country - and the world - by storm. No successful musician has gotten where they are today without them.
Music Venue Trust (MVT) is a UK registered charity that acts to secure, protect and improve the UK’s grassroots music venues. The work they have done throughout the pandemic to save a whole host of places has been nothing short of amazing.
And now there is Fightback Lager. An idea that was first brewed over a lunch time pint in Camden’s Hawley Arms, it converts the deep connection between beer and live music into a sustainable income for MVT. A donation from every pint sold goes to the charity.
With both music and beer being a real passion point for me, I was stoked to be asked to help out with a PR campaign to support their crowdfunding drive.
As the crowdfunding was spread over 6 weeks, we took a phased approach, releasing the details to music and drinks trade first, before going far and wide to music and relevant consumer titles, and a few influencers too.
I secured 23 pieces of press coverage within the likes of ShortList, Access All Areas, Gigwise and The List, alongside 17 social posts from key music supporters such as Rob Da Bank, ENTS 24 and Saving London’s Pubs.
Absolute pleasure to work with the Fightback guys on this, and I look forward to working with them again on many more exciting projects!
R.J.x
