England’s national drink sponsors online sports section
Greene King IPA, the Official Beer of England Rugby, is taking its support of the country one step further this summer as the boys in white take on the competition in South Africa. England’s national drink has called on World Cup winner, and Greene King IPA ambassador, Lawrence Dallaglio to front its campaign.
The online campaign, which runs throughout June, sees Greene King IPA on the England page of the Telegraph World Cup section. To coincide with the final two group games, 16-20 June and 21-25 June, the branding will be supported by viral clips of 2003 Rugby World Cup winner Lawrence Dallaglio. The activity forms part of Greene King IPA’s Taste of England campaign,
The first clip entitled “Groundsman” shows Dallaglio preparing a rugby pitch for a football game, fitting a net on to rugby posts, lining up for a penalty, and accidentally ‘converting’ the football.
The second clip, entitled “Kitman”, sees Dallaglio ironing some England shirts with care and attention and hanging them up for the players before they arrive for kick-off. After he relaxes with a pint of Greene King IPA, his enthusiasm for England and following the team takes over when he tries to scribble out one of the player’s names and replace it with his own!
This online activity also saw Greene King IPA take over the home page of the World Cup channel on the Telegraph Online the day before the boys in South Africa took their first kick of the ball – a first “re-skin” for the Telegraph Online, which saw a Greene King IPA backdrop dominate the World Cup page.
Justin Adams, managing director of Greene King Brewing Company comments: “Along with the rest of the country, we are supporting our lads in South Africa this summer. While everything is focussed on England’s interests, we want to be sure that as many people as possible are cheering the team on with cask ale, our national drink. Greene King IPA, the Official Beer of England Rugby, will also be an integral part of the football fan experience for hundreds of thousands of pub-goers over the next few weeks. As the tournament reaches fever pitch, Greene King IPA will be right at the heart of the action.”
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About Greene King IPA:
Greene King IPA (3.6% ABV) is a great tasting beer, characterised by its fresh, hoppy taste and clean, bitter finish.
Greene King IPA is crafted in Bury St Edmunds in the heart of the Suffolk countryside and is made using the finest English ingredients, including water drawn from the chalk wells beneath our brewery, and locally grown barley.
The characteristic hoppy taste and aroma comes from the use of Challenger and First Gold hops, which are combined with pale and crystal malts to create a perfectly balanced and refreshing beer of exceptional quality and heritage. www.greenekingipa.co.uk
Visit www.telegraph.co.uk/world cup or the Greene King IPA website www.greenekingipa.co.uk/tasteofengland to view the virals; or for further information and images.