LEO BURNETT TORONTO, Toronto / EARLS KITCHEN + BAR / 2013
As Earls has being making their own exclusive micro-brew long before most people knew what micro-brew was, it was time to tell consumers about it again. For the past 25 years Earls has been serving their carefully crafter, super refreshing Albino-Rhino micro-brew as a honey lager, mild dark and the traditional pale ale. It has been a beer of choice among Earls loyalists over the years. Now Earls just wanted to remind people why they fell in love to as a driver for the micro-brew category.
As this is a one-day event, it was important to create high-impact moments through the limited number of traditional media executions in-restaurant to pre-promote the event and ensure a high turnout. Core posters, menu inserts , billfold and digital assets communicated both the important event information while sharing the spirit of the event. On the day of the event, we amplified the experience by adding new executions with coasters, staff pins and a customized playlist. Waitresses even wore yellow accessories and nail polish to complete the experience. It was clear when customers came to Earls on June 21st, there was a cool party that would last from day through to the night.
PLEASE SEE CONFIDENTIAL SECTION FOR RESULTS