The Bronx Brewery: the best pale ales on the east coast, delivered from above
The Bronx Brewery approached Phear Creative with a simple ask, to help them raise awareness & differentiation of the brand in their hometown of New York City. Since launching the Delivered From Above campaign in Autumn of 2015 (and threading it through each seasonal activation period since), we've both aided brand growth and helped drive sales. And, while the craft beer category continues to grow 20% year over year, The Bronx Brewery has grown double that at 40%.
Delivered From Above
Prior to the Delivered From Above campaign launch, we conducted extensive market & consumer research, resulting in a brand compass and a brand blueprint for all cultural planning that followed. Focusing on "local", we developed a non-traditional, budget-friendly OOH campaign that raised brand awareness and reminded consumers how close they were to where the beer was brewed - up in the Bronx. Sidewalk sprays were strategically placed outside of key NYC locations & influential bars garnering an estimated reach of 1.2 MM. The campaign was supplemented by an intimate media and influencer-facing event at one of the brand's key accounts as well as influencer social media posts in partnership with The Infatuation.
To raise awareness for Bronx Brewery's most popular brew, Bronx Summer Pale Ale, we developed a digital campaign with social & UCG components that rewarded consumers for sharing their #SummerDoneRight moments. Reinforcing the brand’s message that good weather, good friends and good beer were all that was needed to create great Summer memories, we helped drive awareness of the brand’s Summer offering Delivered From Above. We also worked with up and coming festival Out In The Streets for an activation embodying the #SummerDoneRight DIY ethos inclusive of a beer can sculpture by legendary street artist Leon Reid IV.