Steak hired by the Drinkaware Trust for display media planning and buying brief

Steak, the search-inspired digital agency, has been chosen by the UK alcohol misuse charity, the Drinkaware Trust, to manage its digital media planning and buying. The two week project, which will run until 3rd November, will form part of a high-profile above-the-line campaign engaging audiences with the Drinkaware brand and driving traffic to the charity’s dedicated website.

With alcohol consumption set to increase during the Christmas party season, the Drinkaware website will provide information to encourage behavioural changes to drinking patterns and educational tools on the risks associated with different levels of intake.

Steak’s display campaign will focus on selected advertising networks – Tribal Fusion, 4DS and The Guardian network – providing an opportunity to reach its predominantly urban, young and at-home drinking audience. Additional websites, including,, and will provide contextually-relevant placements for the campaigns messages and creative.

Ben Butler, Web & Digital Marketing Manager at the Drinkaware Trust, commented, “Allowing the general public to accurately measure their alcohol consumption will enable them to become more informed about their alcohol consumption. The display advertising campaign we are running with Steak will raise awareness of the Drinkaware message and allow internet users to discover the host of tools, information and advice on our new website.”

Stuart Aplin, Account Director at Steak, added, “We’re looking forward to working on this challenging and demanding brief. Many see a pint or a glass of wine as a social lubricant and part of a pleasurable experience but few actively monitor their alcohol intake or understand the risks they’re taking. This campaign will help people identify their own consumption issues and hopefully educate them to drink more moderately.”

About Steak:

Steak is the search-inspired digital agency. Steak’s mission is to bring the intelligence of search to all marketing communications – both online and offline and from media to design. Following phenomenal growth in 2007, Steak was named Media Agency of the Year at the Interactive Marketing and Advertising Awards in the UK. Steak’s clients include Virgin Holidays, Time Out, British Gas, John Lewis, 118 118 and Swiftcover. Steak’s services include search engine marketing (both search engine optimisation and paid search), display advertising, digital design, reputation management, and social media marketing.

Steak has offices in London, New York and Melbourne.

About Drinkaware:

The Drinkaware Trust is an independent UK charity that aims to reduce alcohol misuse and minimise alcohol-related harm by providing people with practical advice and information. It fulfils a challenge set by Government in the Alcohol Harm Reduction Strategy for an industry-supported fund to provide education, information and campaigning activity for consumers.

The Drinkaware Trust was established following a Memorandum of Understanding signed by UK ministers and the Portman Group. This enabled the Portman Group’s former campaigning arm – called The Drinkaware Trust – to be transformed into the new independent charity. The Drinkaware Trust is consumer-facing, while the Portman Group now focuses on industry regulation.

The Drinkaware Trust is supported by voluntary donations from across the alcohol drinks industry, including producers, pub companies and retailers. The aim is to secure an annual budget of at least £5 million from as broad a base of support as possible. is the UK’s leading online alcohol information portal. It features an interactive unit calculator that can accurately assess unit intake per session, a drinks diary, a self assessment test, and numerous useful hints and tips. No matter your age, situation or stage of life, can provide you with all the information you need to enjoy alcohol safely and responsibly.

For further information, please contact:

Tom Pearson
PR manager
020 7420 3500

Published on: 12:00AM on 21st October 2008