Brief
- Drive footfall into restaurants
- Engage a male audience
- Generate social media buzz and PR headlines
Approach
- There’s no better pairing than a juicy burger and a cold beer… so what if we combined the two? We proposed creating a beer made with pickle juice (the perfect accompaniment to a burger, of course!)
- Drinking fermented drinks alongside alcohol makes sense - they’re full of electrolytes which rehydrate the body and help avoid a headache the next day
- The Pickle Beer was marketed as a love it or hate it drink… a bit like trying your first coffee - if you don’t like it the first time, you should always try a second ;)
- And if you’re ‘gherkin’ from home? Worry not, the Byron pickle beer and burger combo was also available on Deliveroo!
- We launched the one-of-a-kind beer on April Fool’s Day, only to delight our fans by announcing the next day it was not a joke, the Pickle Beer is indeed real!
