The Beer Store's New Brand Campaign Reminds Shoppers That “It’s More than a Beer Run”
Coming off a new wave of convenience product partnerships and operational investments, The Beer Store is launching a new advertising campaign targeted at beer shoppers that re-enforces the key offerings that best serve customers of Ontario as it looks to continue to maintain its position as Ontario’s top beer retailer.
“While beer drinkers across Ontario continue to make The Beer Store their go-to destination for their choice of cold beer, speedy service and world-class bottle return program, we wanted to remind our loyal customers of the meaningful connection they have built with us over the years doing all their beer runs at our local stores”, said Natasha McVie, director of marketing at The Beer Store. “We have a great collaborative creative process with the Arrivals + Departures team, who really got to the core of who we are as an organisation and crafted this campaign to clearly communicate the key values we offer to beer shoppers across the province today.”
"Shoppers in Ontario have a unique relationship with The Beer Store because the experience of shopping in one store that specialises in beer doesn't exist elsewhere. A "beer run" from The Beer store is anything but a trivial chore to check off your list, It's a sign of good times to come and it's a rite of passage for any (legal drinking-aged) Ontarian, new and old,." explained Jeff MacEachern, chief creative officer at Arrivals + Departures. “Creatively, we wanted to ensure that the personality and tone in each execution was true to The Beer Store but in a way that makes it feel in line with our core audience mindset, preferences and priorities today.”
After winning the formal RFP assignment early this year, Arrivals + Departures led the new brand strategy development, communications planning, creative concepting and production of paid media campaign assets, while also working closely with in-house team on owned channel communication such as retail store and website assets. The campaign will run throughout the fall season, across paid digital/social, OOH, broadcast TV, radio and select apps like TheScore. OMD, The Beer Store’s media partner, managed the media planning and buying for the new campaign.
“Operating with a sense of urgency, our team quickly immersed ourselves in The Beer Store’s brand and business to dig for all the truths and brand elements that were important to emphasise in order to emotionally and rationally resonate with core customers. We needed to bring a fresh perspective to the communications approach, which was championed by the marketing and sales leadership teams”, said Zeeshan Hussain, VP business director at Arrivals + Departures. “At this moment, it’s critical to establish a new creative platform that provides cohesion and consistency across all owned, paid and earned channels. It’s exciting to see how this brand campaign will set up the next chapter of The Beer Store’s ongoing commitment to serving Ontarians.”
