Frontier, the craft lager from Fuller’s, is to launch a trade and consumer campaign featuring virtual reality (VR) headsets.

Staff at its pubs will watch a 360˚ immersive film on a VR headset, discussing Frontier’s credentials, flavours and how and why it matches with certain foods with Fuller’s head brewer, Georgina Young.

For consumers there is a link up with entertainment magazine Time Out, which builds on Frontier’s credentials around music, food and summer life in London. This will include a presence in the magazine and on the Time Out digital and social platforms, with readers offered the chance to attend a bespoke Time Out/Frontier rooftop event in September.

Frontier’s Find Flavour campaign has been running for two years and Fuller’s said it has played an instrumental part in the brand’s success as sales rose by 27% last year alone.

Director of marketing, Jane Jones, said: “Summer is a great time for Frontier – and having just been named Champion Keg Lager at the International Beer and Cider Awards, this summer is perfect for supporting the brand with an innovative, creative and interesting marketing campaign.

“Frontier is all about flavour and this multi-channel campaign will help both the teams in pubs and bars, and their customers, to Find Flavour.”