Ryan Reynolds and Rob McElhenney’s Wrexham Lager names Aussie PR partner
Ryan Reynolds and Rob McElhenney’s Wrexham Lager Beer Co. has appointed CampaignLab as its Australian creative comms partner, Mumbrella can reveal.
First introduced to Australia in 1884, Wrexham Lager – the UK’s oldest lager brewery – quickly became a local favourite. In September, it returned to the Australian market under the new ownership, stocked nationally in Dan Murphy’s.
CampaignLab will be responsible for Wrexham Lager’s PR, social, and digital advertising, including overseeing creative campaign ideation and earned media, with a focus on blending the brand’s heritage with its new Hollywood ownership.
Andy Scales, founder and director of the agency, described the beer brand as a “dream partner”.
“Bringing the brand, with such a rich legacy, back to Australia and this time with the irreverent charm of Ryan and Rob is just fun to be part of,” he told Mumbrella.
Reynolds and McElhenney’s Wrexham journey began through their purchase of Wrexham A.F.C – one of the UK’s oldest football clubs – in 2021. Since their takeover, the club has seen huge success including a promotion to the English Football League after a 15-year absense. The journey was documented in the successful Disney+ series ‘Welcome to Wrexham’, which helped build a global cult following, as well as economic growth for the local community.
“‘Welcome to Wrexham’ and the new owners have helped put a spotlight on the town of Wrexham, so these are exciting times for our business as we continue our global expansion,” said Wrexham Lager’s CEO, James Wright.
“Australia is a key market for us. CampaignLab’s ability to honour our heritage while developing playful, creative campaigns makes them the perfect partner to reintroduce Wrexham Lager down-under.
“Now I just need to book my flights so we can share a beer.”
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