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

Brian Hickling heads to Extreme Group

Industry vet returns to the east coast to direct the agency's Halifax office

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Digital Day: What inspires Canada’s digital leaders?

Three leading digital creatives share the work they find inspiring

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

6 things we learned at Digital Day 2014

Insights on privacy, programmatic, mobile, millenials and Marketing magazine

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Twist Image hires Jon Finkelstein as ECD

Finkelstein hire part of agency's “new energy” and “new direction”

How 88 Creative used Buzzfeed to find a new coordinator

Looking for a culture fit, the agency eschewed traditional recruitment