Wayward Brewing Co. Summer of Sour
A summer campaign that generated a 154% sales uplift
– Strategy and Insight
– Campaign Concept
– Creative Direction
– Photo & Video Direction
– Social Media Design
– Digital Design
– Print Design
– Merchandise Design
– In-store Marketing
– Event Direction
The Opportunity
Wayward's Raspberry Berliner Weisse was gaining popularity and gaining a large market share in the sour beer category with both independent and major retail customers. I pitched a campaign strategy to the board, gaining additional marketing budget to capitalise on the hype.
The Approach
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Made the case — pitched the board for funding using early concept creative mock ups
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Built the retail push — designed three consecutive monthly promotions with the sales team
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Took it into the real world — planned and hosted two branded events, sourcing and designing all merch myself
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Captured and amplified it — directed two shoots and ran a multi-state poster and digital campaign off the back of the content
The Result
154% sales uplift in comparison to the previous year.
Over coffee, I'd tell you...
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I thought I'd have to hard sell the board for more funding, but I had built trust with the success of the rebrand and they all declared they were in before I finished the presentation
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I kept a Raspberry Berliner branded towel for myself, it still gets compliments
