Our task: To launch a Leeds-based craft brewery online shop during the pandemic
Our strategy: To have a drumbeat of news coverage using business, lifestyle and trade angles to maximum effect.
Our tactics: We created multiple versions of the same press release supported by striking photography fit for the relevant press
Results: Coverage secured in Yorkshire Post, Morning Advertiser, the Metro and several pieces in the Telegraph. The coverage has also led to collaborations with larger breweries such as Vocation, Kirkstall and Beavertown. The coverage also served as social content and was shared online and trended within the craft beer community leading to on-trade listings, online purchases and wholesaler listings.