Championing local pride

factory worker

The owner of Carling is celebrating the lager’s roots in a new multi-million pound campaign, titled Made Local.

Inspired by Carling’s hometown, Burton upon Trent, the campaign is designed to not only celebrate the brand’s heritage, but also aims to “champion and support those who are making things happen in their hometown, just like Carling”.

The marketing drive features two core adverts – one telling the story of Carling’s provenance and showcasing its team of Burton brewers.

The second features a local LGBT+ run Sunday league football team in Wolverhampton.

Additionally, parent company Molson Coors has committed to a multi-million pound investment over the next three years in community projects that “help local culture, community spirit and creative endeavour thrive” via its Made Local Fund.