Beavertown wanted people to know their fan favourite – Bloody ‘Ell IPA, a blood orange infused IPA – was back, AND get them to their Tottenham Hale Brewery to try it. But how were we going to get people to visit a brewery, in an industrial estate with an N17 postcode we asked ourselves? It wasn’t the most glamorous destination that people would be queuing around the corner for like the latest Palace collab drop. Unless we made it one.
Beavertown’s ask was broad – they wanted to reach predominately male, craft ale fans old and young, aged 18-40. We quickly recognised the importance of brands doing social good. These audience groups were more willing to engage with brands that matched their beliefs and supported social, community or environmental causes. This become the foundation of our creative filter.
What’s in a name? In this case, blood. Blood orange was a key ingredient in the new beer, and blood quickly become our key creative.
In 2019 the NHS Blood & Transplant service called for more men to donate blood. What if we could get more people to sign up to donate blood, and give them some Bloody Ell’ Blood Orange IPA as a reward? We did just that.
Our solution was simple: beer for blood; amber stuff for red stuff. To give punters their first taste of the beer before it hit the shelves, we offered fans a free glass of the brew at Beavertown’s Tottenham Tap Room, if they signed up to become a blood donor.
Over 200 consumers signed up to the NHS Blood register
Resulting in over 100 litres of blood being pledged for those in need
20 earned editorial hits – including eight national pieces of coverage, spanning The Metro (twice), The Sun, Daily Star, The Independent and the i
With a reach of over 101,544,058
100% of editorial coverage included the Beavertown and Bloody Ell’ Blood Orange IPA brand mention
90% included NHS Blood donation messaging