The main platform for the reports was Emap-owned FHM magazine and FHM.com which both featured regular editorial contribution. The FHM brand values mirrored the campaign strategy in that they have been largely informed by beautiful women and celebrities. FHM was central to the Foster’s Pit Girls property ¬ it gave the Girls the ecessary credibility and the authority to engage our young male drinkers in a language they understood.

Brand appeal amongst FHM readers increased by 30% after exposure to The Foster’s Pit Girls. Over 250,000 people visited the Pit Girls each month on FHM.com, making it one of the site’s most visited channels. The Foster’s Pit Girls have generated over £1m in PR since they launched.