19 Jan 2022

Welcome to our Marketing Digest - a series where we pick out some things we've seen from the world of marketing, creative, charity... social enterprise that we've really liked.



The Official Beer of Dry January 2022


Small beer company Lucky Saint have partnered with Alcohol Change UK to become THE beer to drink this January. Luke Boase, founder of Lucky Saint, said: “At Lucky Saint, we believe that the greatest reward of drinking is the social connection, not the alcohol. So, while January is traditionally a month of hunkering down, it now means we can stay social, support the hospitality industry, and drink January dry.” With eye-catching posters from New Commercial Arts popping up all over the UK, this ‘Bavaria-like’ beer isn’t to be missed. 




Heineken - 'Cheers with no alcohol. Now you can'


This global campaign from Heineken jumps on the Dry January bandwagon to show that you can still banish the booze at your latest social events without feeling excluded. The Heineken 0.0 still comes in their iconic green glass bottle, so the No/Lo alcohol drinkers still have something to ‘cheers’ with. A feel-good campaign with a dash of humour – we like it. 






Beavertown-ing Street



Not *entirely* Dry Jan, but it’s too good not to reference. Beer company Beavertown have hit back at Downing Street’s ‘It was a work event’ party with some brilliant reactive marketing. The witty visual promotes the brands alcohol-free ‘Lazer Crush’ beer, as part of their #CrushJanuary campaign. This is a great example of reactive marketing by Beavertown – we approve!







Stuff Veganuary, Do What you Can-uary



Controversial, but cool. Birds Eye, with the help of agency ELVIS, decided to ditch Veganuary and opt for a more chilled approach. The campaign aims to encourage people to do what they can in reducing meat intake, but not cut it out entirely if they don’t want to commit to Veganuary. The ‘Green Cuisine’ range has been plastered across London for commuters and locals to see. What do you think, is #Veganuary an ‘all in’ event?





Meatless Farm


Meatless Farm have enlisted the help of some innocent people with meaty names to clear their conscience this Veganuary. Their new advertisement sets out to encourage the UK to eat one plant-based meal a week, which would cut the UK’s greenhouse gas emissions by 50m tons! Our favourite has to be Steve Chicken – he even rescues battery hens…what a legend.





THE Veganuary


For the first time since its origin, the Veganuary organisation have produced an advertisement to promote their month of no meat. Featuring Oscar-nominated actor James Cromwell, the short story shows Bigfoot realising the impact Veganuary can have on his wellbeing and the world. The cartoon is a hit for everyone and highlights how small changes can have a huge impact. Did you see it?



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