Canada: London history to be featured in new Labatt campaign

London’s history will be under a national spotlight as Labatt Breweries ramps up a marketing campaign focussing on heritage. In the second phase of its “Here’s to Real Beer” campaign, a new TV commercial will air and promotional items featuring historical artifacts — including a Free Press image and story from 1874 — will be sent to bars and restaurants across the country, The London Free Press informed June 02.

Beginning this week, coasters, beer buckets and paper tents will be emblazoned with the Free Press image of the original Labbatt brewery on fire and the 1934 ransom note from the kidnapping of John Sackville Labatt, grandson of founder John Kinder Labatt.

The fire, which destroyed the brewery, lead to a new, greatly expanded brewery. The ransom note, which comes from the University of Western Ontario collection, demanded $150,000 for the return of Labatt. It was never paid, but the culprits were arrested.
Mark Watson, national marketing manager for Labatt Blue, said the campaign should help sales of the beer in the London area and beyond and has already spurred interest in Labatt’s history.

“People wanted to know more ... about events like the brewery fire and the kidnapping. We are trying to answer their questions,” said Watson.

The campaign’s first phase rolled out in January with TV commercials highlighting the history of flagship brand Labatt Blue and the brewery founded in London by Labatt in 1847.

“There’s 150 years of tradition, a real man — John Labatt, who started this company ... it’s an authentic Canadian brand,” said Watson.

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