Meantime Brewing Company partners TV channel Quest to deliver integrated content campaign
Meantime Brewing Company and TV channel Quest has launched a multi-channel promotional and content partnership, negotiated by Mediator.
Discovery Creative London – Quest’s in-house creative agency – will develop and produce six films for Meantime that will support their ‘Make Time For It’ campaign, showcasing six different craftsmen and women creating something across six weeks to enhance the perfect drinking environment (the same time it takes Meantime to brew a limited edition beer). The results will be on exhibit and open to the public at Meantime’s ‘Make Time For It’ Pop Up Bar in London at the end of the campaign in October.
Meantime will be releasing the films on www.meantimebrewing.com over the coming months, with Quest (whose core audience are 30+ males) supporting the content across its platforms. Quest – the largest channel within the Discovery UK Network – has also invested in programming to appeal to a younger, more aspirational male audience and is working with Meantime to run an on-pack promotion across 1.5 m co-branded bottles of its London Lager, Pale Ale and Yakima Red.
Simon Downing, head of Quest, said of the partnership: “The Quest viewer takes time to indulge his interests and to embrace new challenges. Our Yakima Valley trip promotion with Meantime connects them with their passion points of craftsmanship and adventure. This partnership enables us to deepen brand engagement with a 7 million strong audience.”
Rich Myers, marketing director at Meantime Brewery, said: “Collaborating with a TV channel is definitely a first for Meantime and partnering with Quest has given us access to world class production teams and experts, helping to bring our ideas for the ‘Make Time For It’ campaign to life. This has been a true partnership, where both brands can achieve their individual goals and engage with new audiences.”
The activity, which runs from June to September, was developed and negotiated by Mediator Communications.
Tara Honeywell, managing director at Mediator, said of the partnership: “With Quest producing the film content, the quality is unparalleled and allows for a fully authentic and integrated collaboration between the brands. The activity allows Quest to reach a younger, aspirational male audience whose interests are shared with its core audience. As an agency we are most highly motivated by bringing these opportunities to our clients which will generate results far exceeding the sum of the individual parts.”
The Yakima Valley creative and ‘Make Time For It’ on-pack artwork was designed by Mediator’s ‘Co_Creative’ service, which aims to facilitate smooth collaboration between brands on joint-promotions.
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