Brief Description: Describes how advertising helped the Boddington’s brand to grow from a regional brand to a national brand with regional roots, whilst maintaining and strengthening its credentials in its heartland. Challenges included danger that heartland loyalists would lose 'their' brand, also a temptation to trade on price and lose value. Media used: press, plus specialist magazines was main medium, national TV added after 2 years, rolled out gradually. Results: increases in penetration, usage, awareness, image and sales. Secondary effects include an increasing price premium, distribution growth, as well as a corporate benefit for Whitbread. ---(TAGS)--- Full Title: Boddingtons ~ 'By 'eck'; Number: 1994/117; Brand: Boddingtons; Client: Whitbread Beer Company; Product Category: Drink (Alcoholic drinks - all) ; Drink (Beer/Lager/Ale); Agency: Bartle Bogle Hegarty; Author: Guy Murphy; Prize Winners: Gold; (Adworks ref: Advertising Works 8)