First campaign Yes We Cans! promotes electoral education
Brixton Brewery, the Heineken backed craft brewery, has appointed Fanclub to support its 2024 consumer campaigns following a competitive pitch.
The agency’s first campaign, Yes We Cans!, launches this week and sees the brewery’s best-selling beer, Reliance Pale Ale, rebranded as ‘Yes We Cans’, to help with electoral education in the run up to UK mayoral elections.
Inspired by the spirit of Brixton and its people, who have always been activists and campaigners, each can has a QR code which directs people to a website where they can find out more about the changes that have been made to the election process. The cans will be available on Brixton Brewery’s website in place of Reliance Pale Ale to drinkers across the country between now and the elections on 2nd May.
Yes We Cans will also be available at pop-ups in pubs across the UK where Brixton Brewery will also be providing photo booths in an effort to help voters prepare their ID ahead of the mayoral elections in May. The ‘Snappy Hour’ pop-ups will be available in London, Manchester and Liverpool’s iconic Cavern Club on select dates in March and April.
It comes as research from YouGov for Brixton Brewery discovered a worrying lack of knowledge about how elections work and people’s eligibility to vote across the UK.
Despite photo ID being a requisite to vote, the research found that over a quarter (28%) of Britons lack clarity on accepted IDs, and one in six (16%) in England concerningly think they do not need photo ID in mayoral elections at all.
Having correct ID is just the tip of the iceberg, with the research finding almost three quarters (72%) in mayoral regions either don’t know what electoral system is used in mayoral elections, or gave an incorrect answer. This is significant as the upcoming mayoral elections mark the first since the voting changed from supplementary vote to the first past the post system to select the winning Mayor.
Speaking about the Fanclub’s appointment and ‘Snappy Hour’, Jez Galaun, co-founder of Brixton Brewery, commented, “It was clear from the start that culturally the Fanclub team were on the same wavelength. Creatively our teams are already collaborating on new campaigns that will bring a taste of Brixton to the UK in 2024 starting with Yes We Cans.
“Brixton has a long history of sparking change, and Snappy Hour, which forms part of our ongoing Yes We Cans! campaign is our way of putting the power to as many people as possible and saying cheers to making a difference, one vote at a time.”
Snappy Hour will take place at`;
- The Cavern Pub, Liverpool (27th March & 3rd April)
- The Rising Sun, Manchester (28th March & 4th April)
- Vaulty Towers, London (29th March & 5th April)
The Brixton Brewery special edition Yes We Cans and further information on how to vote at this year’s mayoral elections is available at: https://brixtonbrewery.com/vote
Brixton Brewery will join Fanclub’s roster of clients that are seeking to make an environmental or social impact. These include eco-friendly toilet paper brand Who Gives A Crap, household cleaning company smol and London sustainability festival, Earthfest. In addition, the agency’s corporate and business-to-business practice, Humankind, works with the electric car racing series Formula E.
In an effort to ensure that its work makes a positive contribution, Fanclub took the Clean Creatives pledge to not work with fossil fuel clients, as well as receiving B-Corp certification in 2022 and is a founding member of the Ethical Agency Alliance.
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