Bavaria beer is launching its Dutch pilsner on draught in UK bars for the first time in their 300-year history. Strawman was tasked with promoting this historic launch, and introducing the people of Manchester to a different kind of continental lager, in a highly competitive beer market. The challenge was to show the audience a global beer that still retainsthe heart and soul of a family owned, independent brewer.
To tell the story of Bavaria to the people of Manchester, a full cross-platform campaign was launched, across ATL, print, radio, digital, and social elements Leading the campaign is a short film that highlights the journey from Holland to here.
Strawman combined a strong local presence in Manchester publications and key ATL locations in the city, along with a nationwide campaign on digital and social, to tell fans of a continental lager in the UK, and those looking for the global beer with a heart of craft “Welcome to the family".
TITLE: WELCOME TO MANCHESTER
CREATIVE DIRECTOR: JON GROOM
SOCIAL: JAMES JENKINS
CREATIVE: HANNAH JACK
PRODUCTION COMPANY: SUNIPA PICTURES
DIRECTOR: MAT SUNDERLAND
MEDIA STRATEGY: VIRAL SEEDING
CLIENT: SEAN DURKAN (BAVARIA UK)