Brief: Differentiate Gipsy Hill’s new carbon negative beers from other green products on the market, to drive fame for the brewery.

Approach: Gipsy Hill’s carbon negative beers had one key USP compared others on the market; they are offset-free (i.e. the brewery isn’t planting a few trees to reduce its carbon footprint). The campaign focused heavily on the science used to achieve this, while playfully poking fun at a well-known competitor that has liberally used carbon offsets in its push for greener beer.

Outcome: Widespread national coverage leading to a spike in orders from pubs around London. 

Coverage highlights: Sky News, The Sunday Times, MailOnline