Byron - Pickle Beer Launch

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!

Outcomes


Hospitality
Food & Drink

Results

160
Pieces of influencer coverage
Clicks
1.7 mil
People reached with targeted ads to reach those who live or work near a store
Reach
10%
Engagements
Engagement Rate
Engagement rate
20
Pieces of consumer PR coverage in titles including The Evening Standard and Daily Telegraph
Engagement rate
Reached on social media with targeted ads to reach those who live or work near a store

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!

Result