Byron

Byron - Pickle Beer Launch

To drive footfall into restaurants while engaging a male audience as well as creating a social media buzz and PR headlines
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160

Pieces of influencer coverage

1.7 mil

People reached with targeted ads to reach those who live or work near a store

10%

Engagement Rate

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!

Results


Pieces of influencer coverage

160

People reached with targeted ads to reach those who live or work near a store

1.7 mil

Engagement Rate

10%

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