CHALLENGE

What happens when a well-known draught lager moves its brewing operation from Holland to Guernsey?

 

How does an agency cultivate brand favorability and get the local community to take the beer to their hearts?

 

How do you create a local hero brand from a traditional Dutch beer?

 

INSIGHT

The target market was 18–40 year old men and Breda had to compete in pubs and bars against famous international beer brands with massive marketing budgets.

 

THE BIG IDEA

‘Brewed Yer’ – Using a combination of irreverence, humour, self-deprecation and island pride Breda demanded attention.

 

Breda Lager spoke with a Guernsey accent and by responding to local news events through funny pub posters, beermats, social media promotions and badges the beer has reversed its decline and has become a genuine local favourite.