Editing John Smith's Brewery (section)

== Advertising ==
[[File:Magnet Ales.jpg|thumb|150px|left|A sign on a pub in London advertises "Magnet Ales"]]
The Magnet trademark was first registered in September 1908 in [[Brussels]], and symbolised strength.<ref name="Sunderland2010">{{cite book|first1=Paul|last1= Chrystal |first2= Mark |last2=Sunderland|title=Tadcaster Through Time|year=2010|publisher=Amberley Publishing|isbn=978-1-4456-3127-1}}</ref>

The company's association with television advertising began in 1971 with the "Yorkshiremen love it" campaign.<ref name=adage1>{{cite news|title=John Smith's Bitter|url=http://adage.com/article/adage-encyclopedia/john-smith-s-bitter/98730/|access-date=28 August 2014|work=Advertising Age|date=15 September 2003}}</ref>

An early campaign used a series of parodies of [[Jona Lewie]]'s "[[Stop the Cavalry]]" generally extolling "yer mate called Smith."

This was followed by the "Big John" campaign, which ran in the [[North of England]] from 1981, and centred around a re-writing of the [[Big Bad John]] [[country music]] staple.<ref name="eha">"Selling pitches." ''The Economist'', 20 November 1982, p.56. The Economist Historical Archive. Web. 17 May 2012.</ref> Courage was able to demonstrate to an independent panel that the £300,000 campaign had resulted in a £5 million sales increase in the North.<ref name="eha"/>

From 1979 to 1986 [[Gordon Rollings]] played the dour Yorkshireman Arkwright in a campaign that was only used in the South.<ref>''Campaign'', 4 December 1992 John Smith's films mock ad industry</ref> The campaign won a large number of advertising industry awards, and was featured on [[The Tonight Show Starring Johnny Carson]].<ref name=autogenerated9 /> After Rollings died in 1986 the campaign was continued with Arkwright's successor, Barraclough, until 1991.<ref>''Campaign'', 8 March 1991 John Smith's calls time for regulars</ref> Despite its success, the campaign was not without detractors, with [[Deyan Sudjic]] describing it in ''[[The Times]]'' as a "spurious ... tripe-and-whippets campaign".<ref name=tripe>{{cite news|last=Sudjic|first=Deyan|title=Call that a pub?; Public house's must adapt to changing market forces|newspaper=The Times|date=5 November 1988}}</ref>

=== No Nonsense campaigns ===
From 1992 until 1997, comedian [[Jack Dee]] starred in the "No Nonsense" campaign, created by [[DDB Worldwide|DDB]].<ref name="AngwinCummings2011">{{cite book|first1=Duncan |last1=Angwin|first2=Stephen |last2=Cummings|first3=Chris |last3=Smith|title=The Strategy Pathfinder: Core Concepts and Live Cases|url=https://books.google.com/books?id=VXlZqDz7shAC&pg=PT207|year=2011|publisher=John Wiley & Sons|isbn=978-1-119-99588-3|pages=207–8}}</ref> The Dee campaign was widely credited with helping John Smith's rise from sixteenth to fourth highest selling beer in the UK as sales increased by 65 per cent, and the brand overtook [[Tetley's Bitter|Tetley's]] as the highest selling ale brand in the world by 1995.<ref name="AngwinCummings2011" /> The Dee campaign won fifty advertising awards, and helped to turn the rising comedian into a household name.<ref name="AngwinCummings2011" />

Dee resigned in 1997, and he was replaced in 1998 with a cardboard cut-out known as the "No Nonsense Man", from the GGT advertising agency.<ref name="AngwinCummings2011" /> Despite appearing in over 20,000 pubs, clubs and shops, No Nonsense Man was found to have less of an impact than the Dee advertisements.<ref name="adage1"/><ref name="AngwinCummings2011" />

[[Peter Kay]] represented the brand from 2002 to 2005 and again in 2010–11.<ref name=autogenerated13>Images of strategy By Stephen Cummings, p69</ref> The Kay campaign was described as an "advertising phenomenon", and introduced the phrase "Ave it!" into the public consciousness.<ref>Guardian Unlimited 10 April 2010 Saturday Peter Kay to reprise straight-talking role in John Smith's TV ads</ref> Between 2002 and 2004 the Kay advertisements won over fifty advertising and marketing awards, making it the sixth most awarded advertising campaign in the world.<ref name="yep"/> Despite the success of the Kay campaign, the perceived "[[Lad culture|laddishness]]" of the advertisements were criticised by rival brewer [[Interbrew]] as hindering sales of beer among women.<ref name=sco>{{cite news|title=Scottish Courage defends John Smith's ad|url=http://www.morningadvertiser.co.uk/Drinks-Brands-News/Scottish-Courage-defends-John-Smith-s-ad|archive-url=https://archive.today/20130421054727/http://www.morningadvertiser.co.uk/Drinks-Brands-News/Scottish-Courage-defends-John-Smith-s-ad|url-status=dead|archive-date=21 April 2013|access-date=5 March 2014|newspaper=Morning Advertiser|date=1 May 2003}}</ref>

=== Sponsorship ===
[[File:John Smith's Day 2009 - geograph.org.uk - 1434828.jpg|right|thumb|John Smith's Day at [[York Racecourse]] in 2009.]]
John Smith's is a major sponsor of horse racing in the United Kingdom.<ref>{{cite web |url=http://www.yfaonline.com/sites/yfa.drupal.substrakt.net/files/node_pdfs/node_9179_context.pdf |title=Archived copy |website=www.yfaonline.com |access-date=13 January 2022 |archive-url=https://web.archive.org/web/20140202123011/http://www.yfaonline.com/sites/yfa.drupal.substrakt.net/files/node_pdfs/node_9179_context.pdf |archive-date=2 February 2014 |url-status=usurped}}</ref> It has sponsored the [[Northumberland Plate]] since 2003, and more than 90 "No Nonsense" race days are held throughout the year at 28 jump and flat racecourses across the UK.<ref>{{cite web|url=http://www.forecourttrader.co.uk/news/archivestory.php/aid/5931/No_Nonsense_racing.html|archive-url=https://web.archive.org/web/20140304220629/http://www.forecourttrader.co.uk/news/archivestory.php/aid/5931/No_Nonsense_racing.html|url-status=dead|archive-date=4 March 2014|title=No Nonsense racing - Forecourt Trader|work=forecourttrader.co.uk|access-date=19 September 2016}}</ref> The brand has sponsored the [[John Smith's Cup]] (originally the Magnet Cup until 1998) at York since 1960, which is the longest running sponsorship in [[flat racing]] in the world.<ref>{{cite news|url=http://news.bbc.co.uk/sport1/hi/other_sports/horse_racing/9390375.stm|title=BBC Sport - Horse Racing - Double John Smith's Cup boost for York racecourse|work=bbc.co.uk|access-date=19 September 2016}}</ref> John Smith's previously sponsored the [[Grand National]] between 2005 and 2013.<ref>Promotional Marketing Council: Bronze (Event Marketing), Silver (Sponsorship/Joint Effort/Tie-in/Innovative Idea or Concept), IMC European Awards 2008</ref><ref>{{cite news|last=Joseph|first=Sebastian|title=John Smith's ends Grand National sponsorship|url=http://www.marketingweek.co.uk/news/john-smiths-ends-grand-national-sponsorship/4004908.article|access-date=26 November 2012|newspaper=Marketing Week|date=26 November 2012}}</ref>

In August 2012 John Smith's announced a five-year sponsorship of the [[Kirklees Stadium]] in [[Huddersfield]], home to football team [[Huddersfield Town F.C.|Huddersfield Town]] and rugby league team [[Huddersfield Giants]], which was renamed "John Smith's Stadium".<ref name="thedrum1">{{cite web|url=http://www.thedrum.co.uk/news/2012/08/23/john-smith-s-lager-unveil-huddersfield-stadium-branding |title=John Smith's unveil Huddersfield stadium branding |publisher=The Drum |access-date=3 September 2012}}</ref> In December 2016, this deal was extended for a further five years.<ref>{{cite news|last1=Zientek|first1=Henryk|title=New deal signed for naming rights for John Smith's Stadium|url=http://www.examiner.co.uk/news/west-yorkshire-news/new-deal-signed-naming-rights-12312903|access-date=15 September 2017|work=The Huddersfield Daily Examiner|date=13 December 2016}}</ref>
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