Submitted by Richmond & Towers Communications

Turning ERDINGER into the UK's unofficial football beer

Richmond & Towers repositioned ERDINGER as a UK matchday beer through Klopp assets, a podcast partnership and influencer content, reporting a 12.2% engagement rate across social.

12.2% engagement rate - 64x above the industry averageengagement rate
with over 53% of its social audience now aged 18-34share of social audience aged 18-34
Over 7.2m social media impressionssocial media impressions

Case in 60 seconds

ERDINGER arrived as a heritage German wheat beer that needed to earn a place in modern UK football culture, which meant sounding fresher and funnier to younger supporters without losing the loyal drinkers already committed to it.

The campaign appears to turn on a split audience, because the page records that content featuring Jürgen Klopp or The Anfield Wrap always outperformed benchmarks while younger supporters wanted humour, relatability and authentic behind-the-scenes access instead.

The organising thesis was to place ERDINGER inside football conversation rather than beside it, through a content-first strategy that met fans on social, in the pub and in the middle of matchday talk.

Refreshed Klopp assets became animated reels carrying football slang and shared in-jokes, with reactive emotive posts when Klopp's exit broke, while The Anfield Wrap co-created weekly content, giveaways and behind-the-scenes teases from upcoming episodes. Ex-Soccer AM host Robbie Knox fronted the 'Ultimate Footie Day Out' influencer series, and weekly 'Footie Friday' Instagram Story quizzes, paid targeting and community management sustained the conversation.

Richmond & Towers reports over 7.2m social media impressions and a 12.2% engagement rate, given as 64x above the industry average, with weekly 'Footie Friday' Instagram Story quizzes accumulating hundreds of views every single week.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Younger UK football fans and drinkers, described by the page as the next generation and reported as the 18-34 group, reached without alienating ERDINGER's existing loyal wheat beer drinkers.
Football support is described on the page as something fans feel rather than follow, which sits awkwardly with a heritage German wheat beer whose association with the sport was inherited through an ambassador rather than built through fan behaviour.
Wheat beer carried perceptions the brief set out to flip, so the work had to make an established German brand read as a natural part of the UK matchday routine rather than a specialist or occasional purchase.
ERDINGER was positioned as a matchday staple embedded in the ritual of the pub, the atmosphere and the conversation, which is the role the Robbie Knox series dramatised through the perfect footie day out.
Based on the available evidence, younger supporters were read as responding to humour, banter and behind-the-scenes access, so copy moved toward football slang and in-jokes while the existing drinkers kept the Klopp and Anfield Wrap material they already engaged with.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Richmond & Towers Communications (lead_agency)

Participation mechanic

  • Weekly 'Footie Friday' Instagram Story quizzes asked followers to answer inside Stories, and The Anfield Wrap partnership ran big giveaways, with community management sustaining replies, so returning each week was the recurring hook rather than passive viewing.

Creator role

  • Jürgen Klopp — creator
  • Robbie Knox — creator

Results & Evidence

MetricValueResult type
engagement rate12.2% engagement rate - 64x above the industry averageengagement_rate
share of social audience aged 18-34with over 53% of its social audience now aged 18-34performance
social media impressionsOver 7.2m social media impressionsimpressions

Why Richmond & Towers Communications's strategy worked

  1. 1

    A brand with an existing ambassador can extend rather than replace that equity, because the Klopp material was rebuilt for social scrollability instead of retired, which let the tone shift while the recognisable asset stayed constant.

  2. 2

    Reactivity is worth planning for around an ambassador, since the team was able to switch to emotive posts when Klopp's exit was announced, turning a moment that threatened the campaign asset into content that matched the audience mood.

  3. 3

    A partnership with an established fan media outlet supplies a weekly reason to publish, because The Anfield Wrap co-creation and behind-the-scenes teases gave the brand recurring access to a committed audience rather than isolated posts.

  4. 4

    Partnership audiences are narrow by design, so the Robbie Knox series appears to exist to carry the work past Liverpool circles to a national audience the podcast partnership could not reach on its own.

  5. 5

    A fixed weekly format gives a community somewhere to return to, because the 'Footie Friday' Instagram Story quizzes ran on the same day every week and accumulated views consistently rather than depending on individual post performance.

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