Moosehead celebrates well-made products in new campaign

Fresh off a series of wins at the recent Canadian Brewing Awards, Moosehead Breweries is hitting the road as part of a campaign celebrating North American craftspeople. The “To All Things Made Well” campaign officially kicked off earlier this month with a 30-second TV spot called “The Journey.” The spot shows people packing up a […]

Fresh off a series of wins at the recent Canadian Brewing Awards, Moosehead Breweries is hitting the road as part of a campaign celebrating North American craftspeople.

The “To All Things Made Well” campaign officially kicked off earlier this month with a 30-second TV spot called “The Journey.” The spot shows people packing up a RV in the pre-dawn while the accompanying voiceover intones “And so we embark upon a month-long journey…to find things that have a story…things that are made by people like us…people who give a damn.”

The month-long trek across Canada and some U.S. states in a Moosehead-branded Airstream RV is also being documented in a series of video shorts on the beer brand’s YouTube and Facebook channels, and is being complemented by online banners, radio and “tactical print,” said Matt Johnston, vice-president of marketing and sales for Moosehead in Mississauga, Ont.

Created by Montreal’s Sid Lee, the “To All Things Made Well” campaign is the agency’s first work for the beer brand since taking over the account from John St. last fall.

“For a beer company to move to a new agency in the fall, get them up to speed, and have a campaign kick-off in the spring is a little chaotic, but we’ve been really happy with how things have gone,” said Johnston.

He said the creative approach is intended to reflect Moosehead’s status as an independent, family-owned company that prides itself on a well-crafted product. “We’re very proud of the beer we make and think our consumers respect well-made quality products, so we wanted to feature craftspeople that are making quality products like ours,” he said.

The campaign also marks Moosehead’s first U.S. marketing in almost a decade. While the beer brand has had a U.S. presence since the 1980s, Johnston said there is a renewed emphasis on marketing in that country after Moosehead bought back U.S. importing rights in 2007 from the Gambrinus Company, which had imported Moosehead into the U.S. for 10 years.

“We’ve done the business side to manage it properly and now it’s time to do the marketing side to really build the brand,” said Johnston. “We have some great strong markets where we think they deserve a lot more layered support.”

The company also recently appointed Elevator Communications as its PR agency, the first time it has used an external public relations firm. Media for the “To All Things Made Well” campaign was handled by Toronto’s Wills & Co.

Advertising Articles

Red Lion wins The Brain Project

Toronto agency gets a shot at driving research funding through Baycrest Health Sciences’ arts initiative

Cadbury brings joy back to the holidays

How the brand drives local relevance and trying to stay top of mind this December

Welcome to the sharing economy of advertising (column)

KBS Canada head Nick Dean reflects on agency talent and what's ahead for 2017

Marketel McCann rebrands, adds new president

Mylene Savoie takes the leadership position as the agency takes on a new name

The List: Leo Burnett breaks down borders

The agency expanded its assignments, leadership and influence beyond Toronto

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

DDB hires first North American CCO

Ari Weiss to lead 17 creative teams from across the continent

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

Confirming speculation, Blammo and Extreme merge

Renamed as Arrivals + Departures, independents make a cultural match