Young's

REINVENTING YOUNG’S AS THE OG BEER OF LONDON

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The Results

BACK ON TOP

1m+ impressions in 3 months

A SOCIAL GLOW UP

+405% uplift in social media likes

REAL IMPACT

The brand’s best performing content of 2024

Authenticity on tap

Organic engagement soared, with one video landing in the top five highest-engaged posts ever

The task

Despite its 192-year heritage, Young’s Beer was losing its identity in an overcrowded market. With craft beers and world lagers dominating bar taps, Young’s risked fading into the background - especially among London’s pub-goers and tourists looking for a true taste of the city. Our brief? Bring the brand back into the conversation with a social media campaign that shouted about its London roots and reconnected the beer with the people who make the city tick.

Insight

If there’s something that Londoners have in common, it’s that they love their city — and they’re a nosy bunch. Whether it’s discovering someone’s go-to boozer, brunch venue or favourite bacon sarnie spot, they’re always up for a recommendation. We saw an opportunity to tap into Londoners’ love of their city and the stories behind it, to build a stronger emotional connection with our audience. By championing the real people behind the capital’s best-loved spots, we positioned Young’s as more than just a beer, but as a brand woven into the fabric of London life — something locals could genuinely feel proud of.

THE IDEA & EXECUTION

Enter Young’s For London, a social media campaign rooted in real people, real stories and real London charm. We created a content-first series celebrating the everyday legends who keep London moving — from pub landlords and market traders, to local baristas and foodies. Inspired by storytelling formats like the iconic Humans of New York, we took to the streets with a camera in hand, meeting Londoners over a well-earned pint.

We captured engaging, personality-driven short-form videos featuring snappy interviews, where each Londoner shared their favourite hidden gems and London insights — the kind of content you can’t help but send to a mate. We rolled it out across Young’s Instagram and Facebook channels over a three-month period, backed by story animations, BTS snippets and a social competition with comedian Tom Lucy to drive reach and engagement. By prioritising warmth, authenticity and a genuine love for the city, we turned Young’s social channels into a hub of community spirit.

The client take

Young’s For London brought our brand to life in a way that felt real, fresh, and genuinely connected to the city. By celebrating the faces behind London’s best-loved spots, we saw a surge in engagement and brand love — proving that sometimes, the best way to talk about beer isn’t to talk about beer at all.

Tabitha Whittome – Brand Manager Carlsberg Britvic