McCann Manchester has won the creative account from BrewDog, as it relaunches under the ownership of Tilray Brands.
The first ad, “Under New Ownership”, went live last week promising “a little less allegation” and “no more cunning stunts.”
This will be followed swiftly by “Choose Craft” which McCann describes as a platform to celebrate the brand’s “unapologetic, unashamed, and sometimes unreasonable love for craft beer.”
It will begin this week with OOH, paid digital, grocery and on-trade media, owned channels and creator and social content.
“The strategic and creative thinking from McCann in Manchester really stood out during the pitch process,” explained Frances Docx, Brand and Strategy Director at BrewDog.
“The Choose Craft platform and campaign perfectly captures our intent for the brand as we move forward under new ownership. Encapsulating the spirit of BrewDog in a way that feels authentic whilst also injecting some fresh energy. We look forward to seeing where we can take it”.
The campaign is a “proud, passionate, and cultural love letter to craft beer for brewers and beer lovers everywhere.”
OOH headlines will include ‘Choose loving it so much it has to be ‘just so’ – alongside a can of BrewDog Punk IPA with a thermometer propped up inside to the perfect temperature.
“Opportunities to work with brands like BrewDog don’t come around very often. The craft beer drinking community is at the heart of this work, and we’ve loved bringing this love letter to the industry to life with the insights and truths we discovered along the way,” added Imogen Tazzyman, ECD at McCANN in Manchester.
