A good broth: Brand supports outdoor projects

London – Bovril, the UK maker of the traditional beef drink, has launched a public campaign to help make over the British countryside. As part of its Great Outdoors Revival initiative, the brand is inviting members of the public to nominate a favourite spot, such as a disused jetty on a local lake or a dilapidated wall along a walking trail, for repair. The most worthy projects – determined by popular vote – will win a share of the £100k revival fund.

Brands are increasingly looking for ways to engage with their audience beyond tried and tested methods, particularly in a Brandtocratic era where conversation and collaboration come to the fore. In its new campaign, Bovril successfully responds to its customers’ love for the outdoors with a spot of civic branding.