The Foundry Wins John Smith’s Website Design
Design agency, The Foundry, has won the account to redesign and reposition John Smith’s website. The new website is at the core of Scottish & Newcastle UK's £25m investment in its communication strategy.
The brief was to build a consumer website for the John Smith’s brand to reflect its status as number one brand for bitter in the UK. The website will also be used to underline John Smith’s position as the title sponsor of the world’s greatest horse race, the John Smith’s Grand National, as well as being the leading commercial sponsor of horse racing in the UK. It will also be used to launch a range of new advertisements.
The Foundry has created a ‘no nonsense’ website for John Smith’s ‘no nonsense’ loyal customer base. The bold, heavily branded website now focuses on John Smith’s horse racing events throughout the UK, while providing product information and a history of the ‘no nonsense’ brand. People can visit the new site at www.johnsmiths.co.uk. The site also includes information on the new range of TV adverts launched in May, featuring the No Nonsense Landlord and his dismissive catchphrase ‘Y’r Barred!’
Fiona Kennie, Brand Manager at brand owner Scottish & Newcastle UK, says: “We take over 35,000 people racing every year and are the number one brand for bitter in the UK. We needed a website that would appeal to both the race goers and our loyal John Smith’s drinkers. The Foundry was an obvious choice to create the website we were looking for, as we have been working with the team for many years and they understand our brand and its values. They also have a ‘no nonsense’, common sense approach to design, which fits with our culture and supports our new ad campaign. We are really pleased with the new website The Foundry has created.”