Beerfarm
We launched a WA beer in NSW by turning a cross-country beer delivery into a 48-hour viral event.
Beerfarm
We launched a WA beer in NSW by turning a cross-country beer delivery into a 48-hour viral event.
Beerfarm had a loyal following in Western Australia and near-zero presence east of the Nullarbor. No stockists, no media budget, no profile. We gave them one of the best launch stories in the country anyway.
Launching a Western Australian craft beer brand in New South Wales required a story that could create demand on both sides of the equation, consumer pull and stockist interest, without a traditional advertising budget. So we hijacked the rawdogging trend and turned a cross-country beer delivery into a 48-hour national event.
The stunt earned significant media coverage, drove social conversation well beyond the usual drinks press, and, critically, created the kind of demand that gave the brand its first footing in NSW venues and retail. A PR idea that functioned as a distribution strategy.
A WA beer brand, a NSW launch, and zero budget. We made it work harder than campaigns with ten times the spend.
Beerfarm had a loyal following in Western Australia and near-zero presence east of the Nullarbor. No stockists, no media budget, no profile. We gave them one of the best launch stories in the country anyway.
Launching a Western Australian craft beer brand in New South Wales required a story that could create demand on both sides of the equation, consumer pull and stockist interest, without a traditional advertising budget. So we hijacked the rawdogging trend and turned a cross-country beer delivery into a 48-hour national event.
The stunt earned significant media coverage, drove social conversation well beyond the usual drinks press, and, critically, created the kind of demand that gave the brand its first footing in NSW venues and retail. A PR idea that functioned as a distribution strategy.
A WA beer brand, a NSW launch, and zero budget. We made it work harder than campaigns with ten times the spend.
