adam&eveDDB Brings Beermunch to the Masses

Today, Brew City has launched its first ever TV campaign for its brand-new frozen snacks range, with a new advert entitled: ‘It’s Beermunch’.  The campaign celebrates the launch of the nine-product frozen range, all of which are designed to go perfectly with craft beers, and are now available in major UK retailers and pubs.

The campaign will celebrate the launch of the range through an ambitious multi-channel approach introducing the nation to a new way of snacking through the term: ‘It’s Beermunch” a new way to snack, that makes beer moments great when hanging out with friends.

Check out the new spot below:

Brew City was created amid the increasingly popular trend of social eating with food that goes perfectly with craft beer and premium lagers, featuring products such as Arancini Shots, IPA Last Order Fries, Jalapeno Bottle Caps, Pickle Bar Fries and Cheesy Brew Bites.

The £2.29m multi-channel campaign and OOH advert created by adam&eveDDB will be rolled out across TV, radio and digital and will be airing on various channels including ITV, Sky Media and Eurosport, including spots throughout the 2019 Rugby World Cup and other big sporting events this year.

The campaign will be complemented by wider activity across PR, led by freuds, and social, led by That Lot, including talent partnerships with the likes of Chris Hughes and Keith Lemon. The  campaign has also seen the launch of a series of tease phase activations including sponsorship of Tom Kerridge’s Pub in the Park food festival throughout the summer, where it served up the new range for thousands of festival-goers to enjoy.

Wider activity includes seeding the term, “Beermunch” in popular culture through stunts and influencer marketing.

Throughout the advert, different vignettes feature social moments with characters trying to describe the perfect combination of beer and Brew City products, concluding with “It’s Beermunch!”.

Stemming off the back of the booming craft beer trend, the Brew City range is ideal for sharing and each product provides a hot, satisfying accompaniment for friends and family to enjoy either inside or out of the home, whether during a sports match, games night or a relaxed night in.

‘It’s Beermunch’ launches nationwide on 11th October, targeted at beer lovers across the country. The advert features a number of products from the Brew City range, including: Onion Straws, Halloumi Fries, Pickle Bar Fries, and Cheesy Brew Bites.

Mark Hodge, Marketing Director at McCain, said: “The craft beer trend has really exploded in recent years, so now is the ideal time to launch Brew City, a completely new brand offering satisfying frozen food snacks, perfectly paired to craft beers.

“Launching the advert has been a great way for us to launch with a bang, and we can’t wait for customers to get involved and try the new range - whether it’s with friends at home or in the pub over a nice cold, craft beer.”