Wow. You really want to go with this? OK:
I'm utterly fed up with being sent expensive PR campaigns from loaded multinational companies making a huge fuss over their charitable donations which often add up to a microscopic proportion of their profits.
Call me cynical if you like, but sometimes it appears that the main motivation may be more about making themselves look good and promoting brand awareness, and for that reason they're happy to throw disproportionate amounts of money behind their PR ventures.
And the bigger the brand - and the more millions/billions they have - the more scrutiny they deserve. You agree, yes?
So in that context, I'd say it's perfectly reasonable for you be transparent and honest about the cost of this PR endeavour, with its slick video and paid actors. So how much did it cost?
FYI, I made no mention of your previous charity beers - and well done for doing that in the past - but things have very much changed. You're now a company trading and profiting from your Brixton connections, while being wholly owned by a multinational with a market value of
$27.3 billion. You're no longer a plucky independent brewery but part of a vast global, money making machine, and I think it's absolutely right that people should ask questions.
As for our beers, there's a VERY big difference: it wasn't presented as a loss leader from a large range of profitable products. It was our sole source of income and we gave it all away., mainly to the Soup Kitchen.
More recently we've given away around £5,000 from our Bowie nights, without ever hiring in PR companies to tell everyone how great we are, and we also raised a decent sum for the Cressingham Gardens campaigners.