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Export Case Study: St Luke’s

/ April 15th 2020
Exports and International Trade

Business: St Luke’s

Clients: Old Mout and Birra Moretti

St Luke’s is one of the UK’s leading creative agencies and is 100% independent. Founded in 1995, they help brands to set the agenda in their market through building memorable brand assets that flow effortlessly across multiple channels, transcend geography and change the conversation.

They have worked with HEINEKEN for 16 years across their beer and cider portfolio.

Six years ago, St Luke’s helped launch the New Zealand cider, Old Mout in the UK – creating a total brand world with a distinctive Kiwi brand asset, new packaging and new adventurous variants. “The Kiwi taste for adventure” agenda-setting idea helped the brand differentiate from other ciders in the market and helped inspire the audience to explore their adventurous nature. St Luke’s created long-form content like the Kiwi Wild Show to help protect the endangered Kiwi and geo-targeted mobile and outdoor campaigns to drive sales. Old Mout has truly set the agenda in the UK market and is now one of HEINEKEN’s best-selling brands and the fastest growing premium flavoured cider. Due to its success, the Old Mout brand world is currently being packaged up into a toolkit that can be rolled out across markets to ensure consistency in communications in new countries.

When Birra Moretti, the premium Italian beer, launched in the UK, it had to compete against the market leader Peroni. In order to cut through, St Luke’s developed a distinct brand world that focused on authentic Italian togetherness and positioned Birra Moretti as the beer to remind people what really matters: enjoying good company and good food over a beer. Following the successful launch of the ATL and activation campaign in the UK, the ATL is now running in Romania and Ireland to drive awareness for the brand in other markets.

St Luke’s in 3 words: collective, adventurous, transformational.

This case study is featured in our UK Advertising Exports Report, which you can download here.

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