“The campaign has been designed to maximise our impact with both consumers and trade: drive rate-of-sale, further enhance brand credibility, and engage our audience in immersive experiences – be that at festivals, on-trade outlets or via engaging activities at events. There are many strands, but it's very simple to describe: …

“This campaign touched many parts of our business, from creative, activation and social teams to media, digital development and production. One of the key things for me is that at the core is a simple creative idea, #BeTheFace something that has connected the dots in our increasingly fragmented landscape."