Communications group McCann Bristol has tapped into the ‘pride, passion, and independence’ of the people of Cornwall for its first brand campaign for St Austell Brewery and its flagship beer Tribute.
The agency, part of global giant McCann Worldgroup, is using the strapline ‘The independent ale from the independent people’ for the first phase of the campaign along with striking photos of the hands of Cornish people who embody that independence. 
Cornish fisherman Philip, Penzance-based female rugby team founder Cozette and Cornwall-born musician Mark all feature in the initial phase of the campaign, which will be rolled out across point of sale and advertising on billboards and digital channels as well as featuring on the brewery’s delivery lorries in the coming months.
Family-owned St Austell has been brewing beer in Cornwall since 1851 and today owns and operates more than 170 pubs, inns, and hotels across the West Country.
Tribute, which was first brewed more than 20 years ago, has become a UK Top 10 selling ale.
The brewery’s flagship beer, it is promoted heavily in professional and amateur sport across the South West, with high-profile sponsorships including football teams Plymouth Argyle and Exeter City.
It is also the ‘Official Beer of South West Rugby’ and supports many rugby clubs in the region with shirt sponsorships.
Head of marketing – beer and brands, St Austell Brewery, Laura McKay said: “Tribute is all about the people that make it. And for us, that’s drawing inspiration from our location and Cornish folk.
“In an honest and authentic way, through the new campaign photography, we’re celebrating the best of Cornish people and shining a spotlight on the hands that hold onto their passions.
“The new emotive advertising aims to create a stronger connection with Tribute’s target audience, communicating the importance we place on independence, endeavor, and achievement – characteristics reflected in both the brand and Cornwall itself. The spirit of independence is what makes Tribute unique.”
McCann Bristol executive creative director Zane Radcliffe added: “We’re as proud of this debut campaign for St Austell as the Cornish are of their independence.
“We’ve captured that spirit in a series of striking and contemporary portraits of the hands that connect them to their individual passions and to the ale they prize so strongly.”
The campaign creative was shot by photographer Alex Telfer, who boasts accolades including the International Photography Awards’ highly acclaimed ‘Photographer of the Year’.
St Austell previously worked with Bristol and South West marketing agencies Bray Leino and TMW Unlimited on campaigns.
It acquired brewer Bath Ales in 2016 and has since invested heavily in its brewery on the outskirts of Bristol at Warmley as well as its brands.
