Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

How Foster’s campaign produced fair d’income for Heineken

In a new effectiveness brand film produced by the IPA and Thinkbox, adam&eveDDB explain how they managed to transform Foster’s into market leader, increasing brand growth by 70% and creating a return on investment of £32 for every £1 invested.


Within the film, Heineken’s Marketing Manager Lynsey Hurst, adam&eveDDB’s CCO Ben Priest and Planning Partner Toby Harrison and Tony Regan, Co-founder, Brand Performance, talk through key insights from the Grand Prix IPA Effectiveness award-winning Foster’s campaign from casting to creative, to comedy and covert data collection.

Tony Regan, Co-Founder, Brand Performance says, “The Foster’s campaign is a great example of classic creative planning that shows the power of advertising in sustaining a price premium whilst at the same time growing volume.”

The IPA/Thinkbox ‘brand stories on film’ are part of the IPA Effectiveness Masterclass series.

Full details of upcoming events and further brand films are available on the IPA Effectiveness Hub:

Last updated 17/03/2015

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.