Made of London, which will start to appear in press and digital platforms later this month, will feature the brand alongside a number of short stories which highlight the ale’s true London provenance.
The first in the series, introducing the story of how the beer came to be called London Pride, features the new London Pride bottle acting as a vase for the eponymous flower which, in wartime London, became a symbol of London’s determination, hope and pride.
Ian Bray, managing director of The Fuller’s Beer Company, said: “London Pride is a truly wonderful beer and an icon of the ale world. The surprising thing is how little most people know about the story behind the beer.
"So we developed the Made of London campaign to unearth and explain some of the fantastic stories that have made London Pride the legend it is today."
The campaign breaks with press adverts from 21 May, a digital campaign and posters appearing across the Greater London area on billboards, bus stops and cross-track Underground sites from early June.