DOUBLE THE CRAFT BEER CATEGORY AVERAGE FOR GROWTH in the most budget-friendly way. Prioritizing gatekeepers, smart partnerships, and non-traditional media (fine, it was graffiti and street art sculptures, we do what we know), our "Delivered From Above" campaign played to the insight that great, local beer was just a northbound walk, bike or subway ride away.
MAKING STUFF HAPPEN WITH OUR FRIENDS "IN THE KNOW”.
We leveraged our existing relationships with local influencers in the music, craft beer, and food worlds to get Bronx Brewery into the hands of New York’s creative community surrounding key brewery releases. And Night After Night brokered the brand’s first-ever media partnership with The Infatuation for custom content and events as well as identifying the relevant influencers within the brewery's South Bronx backyard.
A BREW FOR THE BEATS OF THE CITY.
To raise awareness for Bronx Brewery's most popular brew, Bronx Summer Pale Ale, we partnered with up and coming festival “Out In The Streets” for an activation embodying the #SummerDoneRight ethos that good friends, good times and good beer are all that’s needed for a great summer. Inclusive of a beer can sculpture by legendary street artist Leon Reid IV, a street-style shoot capturing locals to star in the campaign and UGC, we made sure the Summer Pale Ale had its best-ever season.
Leveraging the music history of the Bronx, we also threw a series of events year-round surrounding each “b-side” limited edition beer release with music and food to compliment to each brew.
GIVING THE CITY SOMETHING TO BUZZ ABOUT.
Focusing on "local", we developed a non-traditional, budget-friendly OOH campaign that raised brand awareness and reminded consumers how close they were to where the beer was brewed - up in the Bronx. Sidewalk sprays were strategically placed outside of key NYC locations & influential bars garnering an estimated reach of 1.2 MM in real life not to mention the UGC and earned content generated by sharing the sprays across Bronx’s channels. The campaign was supplemented by an intimate media and influencer-facing event at one of the brand's key accounts in partnership with The Infatuation.