Byron

Byron launch Pickle Beer

Goal -

To drive footfall into restaurants while engaging a male audience as well as creating a social media buzz and PR headlines

Hospitality PR Agency in London

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!

Lots of online engagement and footfall into restaurants.

Results

10%
Average engagement rate
Clicks
Engagement
Impresssions
20
Pieces of coverage
1.7 mil
Reach
Hours of Tiktok video playtime
Hours of YouTube playtime
160
Influencer Coverage

Brief

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!)

Approach

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!

Result

Lots of online engagement and footfall into restaurants.