With a growing number of locations in the Delaware Valley area, Iron Hill Brewery & Restaurant was known for their award-winning craft beers paired with fresh, modern American fare. But with increased success and expansion came the challenge to possess a brand that measured up—in print, digital and ultimately store traffic.
Right in time for the holiday season, Iron Hill re-released their Reindeer's Revenge beer and as a result required collateral to help promote the cans both in-store and via digital media. Playing up the festive revelry of the holidays, I wrote copy for various materials including display banners, posters, menu inserts, T-shirts and other point-of-sale collateral.
RUSSIAN IMPERIAL STOUT
In addition to producing the same type of materials for the release of the Russian Imperial Stout, I also helped concept the can design itself. Since the previous design felt ill-suited with the actual beer and we'd previously had success with creating a specific character that embodied each beer's taste and personality, my team and I collaborated on fashioning a new persona. The end result was a strong, fierce warrior that was brought to life via a custom design by an illustrator. What followed was collateral with crisp copy to match the new character that altogether better suited the featured beer.
For each campaign, our cross-channel media strategy also included streaming audio with a focus on driving as many reservations as possible via programmatic media retargeting and geo-targeting near Iron Hill locations. The radio spot below was written to maximize store traffic conversions during the holiday season.