Beavertown Blood for Blood

The brief

Craft brewer Beavertown briefed Fever to raise awareness of their new Bloody ‘Ell Blood Orange IPA beer and drive footfall to their taproom the weekend the beer launched.

The distraction

The craft beer market is extremely crowded – there are over 2000 craft breweries in the UK, and 129 in London alone each releasing multiple new products a week and so standing out from the crowd can be tough.

We were also looking to drive footfall to Beavertown’s brewery on a bank holiday weekend when there are no shortages of other pubs, venues and other entertainment venues for Londoners to head to that might be more appealing than a taproom in the middle of an industrial estate in Tottenham Hale.

How did we make our audience care?

We were inspired by shocking research that showed the NHS needed 400 new donors a day to cope with demand across the UK, with donor numbers particularly low among men aged 18-40 – Beavertown’s key target audience.

Taking inspiration from the name of their new Bloody ‘Ell Orange IPA, we offered the first 500 craft beer lovers to visit the Tottenham Hale taproom on the May bank holiday the chance to try their blood orange-infused beer for free – in exchange for signing up to donate blood and contributing towards saving up to three lives.

To mark the launch of the campaign, we captured a quirky picture moment to sell in alongside a news release, to national, consumer lifestyle and regional media, in Beavertown’s Tap Room. We also targeted relevant London listings ‘what’s on’ media to drive awareness and footfall.

The action

  • The Bloody ‘Ell Orange IPA launch event was Beavertown busiest ever day at their taproom and best day of takings ever recorded from a sales perspective

  • Over 200 new donors signed up to give blood to the NHS either pre-event or during the launch event

  • Over 30 pieces of coverage secured in titles including Time Out, Metro, The Sun, Daily Star, The Independent and Shortlist

  • Overall media reach of over 178,544,058

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