The premise of the campaign was a series of special beer pairing events. For this, we developed a strategy centred around food PR and content creation.
The campaign saw The Anthologist partner with Harbour Brewery for a six-week takeover. The craft beers were available behind the bar for six weeks, with a rotating series of special dishes designed to pair with the beers. Alongside this, there were two private dining events for consumers to book which featured a special four-course beer pairing menu.
To start the campaign, we took a trip to Cornwall alongside the Anthologist team to create a video to bring to life the concept of the six-week takeover. The Me:Mo film crew shadowed the Anthologist team as they learned more about the beers – it made for a great film!
Following this, our creative team visited the Anthologist to capture a wealth of content from the site – to be used on website and social media channels.
Our design team were firing full cylinders, developing campaign visuals including colour schemes, campaign logo, designed social assets, POS and table talkers, website banners, and menus.
Next up came the PR launch to food and lifestyle publications. We hosted an exclusive preview event, inviting key food and lifestyle journalists down to the Anthologist to experience the beers and paired dishes first-hand. As well as trialing the beers and the food, and experiencing the ambiance of the private dining room, we had the opportunity to brief guests first hand on the campaign.
To end the campaign, the press team went into full food PR mode – selling in a number of different stories to different media desks, leveraging all of the lovely assets created along the way of the campaign. Coverage is still appearing, so check back in a few weeks to hear all about the end results!