Fuller’s has appointed brand and marketing agency WE ARE Spectacular to oversee a long-term brief to make ‘Fuller’s even more famous for food’.

WE ARE Spectacular is charged with leading all brand, marketing and content strategy and execution across the Fuller’s estate.

WE ARE Spectacular was founded in January 2013 by the ex-Head of Marketing at YO! Sushi and Pret A Manger, Mark McCulloch and is working on a retained basis with Fuller’s Pub’s and Hotels.

The first major campaign that WE ARE Spectacular has produced is the ‘Fresh for Spring’ campaign, which celebrates seasonality and the fresh ingredients that feature in the Fuller’s Spring menus.

An overarching brand concept of ‘Only at Fuller’s’ has been created using bespoke recipes such as London Porter smoked salmon and Vintage Ale sticky toffee pudding – dishes which can only be found in Fuller’s pubs. WE ARE Spectacular will use this to focus on food-related communications, reinforcing the ”exclusivity and outstanding quality of Fuller’s offering in this highly competitive sector”.

Nick Corden, retail marketing manager at Fuller’s said, “We have made an incredible start and are extremely pleased with the outstanding knowledge and passion that the WE ARE Spectacular team has shown. We are also delighted at how quickly they have understood our needs, the spirit of Fuller’s and how to best communicate our key messages, starting with food.”

McCulloch said: “If you could choose any client to work with, Fuller’s would be topping the list in terms of fame, brand awareness, heritage and story. The big job, now, is to make Fuller’s as famous for its fantastic food as it is for London Pride. Fuller’s has so many great stories to tell and it is our job to communicate them to the increasingly sophisticated pub customer, who is looking for more from their dining experience.”