Click through to view the new London Pride campaign

Click through to view the new London Pride campaign

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Fuller, Smith & Turner is launching a GBP3m (US$4.55m) ad campaign behind its London Pride ale.

The “Made of London” initiative kicks-off today (21 May) with press adverts and continues with a digital campaign on Monday, Fuller's said. Posters will appear across Greater London on billboards, bus stops and Underground sites from early next month, the company said.

“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,” a spokesperson for the company said.

The first advert shows how the London Pride flower became a symbol of London during World War II.

In July, Fuller's group MD Simon Emeny will step up to take over the vacant post of chief executive, the company said last month.

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