Tetley’s Cask Ale Integrated Marketing Campaign

1822 was a milestone year, when an ambitious young Joshua Tetley first fired up the Tetley’s brewery. He took what he knew from the family’s malting business, with his motto “quality pays”, and went for it. Joshua Tetley had noticed there were hardly any proper breweries in the north of England – they were mainly in London. He wasn’t having that. This campaign is rooted in stubbornness, reflecting Joshua Tetley’s stubborn determination that the Joshua Tetley way of brewing is the right way and, in fact, the only way – It’s what makes it a great beer, and it ain’t to be changed. We look to draw on the history behind the product and the processes involved in producing it. Crucially, it also allows us to bring out specific product process points, doing so with wit and charm. In the executions, the huntsman and Joshua Tetley are synonymous. They are written in the first person, allowing Joshua Tetley to be the spokesperson for his brand. The iconic art directional style features daguerreotype imagery, which was the first photographic process from over 200 years ago. It sets up the huntsman and the brand as one and the same, becoming an instantly recognisable signifier of ‘Tetley’s’.