Bier Markt launches a beautiful campaign

Toronto’s Bier Markt has released its first campaign since selecting Open as its agency of record in October 2012. Launched in full last week, the campaign includes transit ads, out-of-home and in-store signage that feature the restaurant’s new brand platform and tagline, “Bier is Beautiful.” The tagline, featured in bold capital letters on new billboards […]

Toronto’s Bier Markt has released its first campaign since selecting Open as its agency of record in October 2012.

Launched in full last week, the campaign includes transit ads, out-of-home and in-store signage that feature the restaurant’s new brand platform and tagline, “Bier is Beautiful.” The tagline, featured in bold capital letters on new billboards advertising Bier Markt’s Don Mills location, is intended to celebrate beer culture, which is central to the Bier Markt brand.

“It’s about elevating and celebrating beer in all of its intricacies and nuances,” said Open partner Christian Mathieu. “It’s not just about the liquid, but everything around the liquid from food pairings to what they call ‘the guided journey,’ which is coaching you through the beer selection.”

Both Mathieu and his partner at Open, Martin Beauvais, have a long history of working with beer brands, including several Molson brands during their time at Zig. Beauvais also worked on the Labatt account as executive creative director of BBDO Montreal.

When Open landed the Bier Markt account the company wanted to increase the perceived sophistication of the brand. Bier Markt tasked the agency with elevating the brand’s perception to be more in-line with its dining experience, which includes a lengthy beer list and a staff trained to explain each beverage to customers.

“Bier Markt is in the same space of wine in terms of the level sophistication and that’s what we’re trying to drive with ‘Bier is Beautiful,’” said Mathieu.

The tagline will be used in all of Bier Markt’s future promotions, including an autumn campaign that will coincide with Oktoberfest.

Wills & Co. handled the media buy for the campaign.

Brands Articles

Reebok pushes toughness with ‘Be More Human’

Campaign delivers newly defined brand focus to consumers

Stone Canoe slings Singapore
to U.S. travelers

A new online campaign is 'very very' eager to turn stopovers into vacations

Kill the Goose,
Kill the Golden Egg (Column)

Tony Chapman says social media is ruining the spectacle of the Super Bowl ad

Campbell contest wants Canadians to flip their lids

New contest will have shoppers looking under their lids to win prizes

Hall of Legends 2015:
Luc Beauregard

Valérie Beauregard on her father's influence and legacy as a king of PR

Hall of Legends 2015:
Stephen Graham

A global leader in moving brands through a crisis

Canadians flock to YouTube to view ads ahead of Super Bowl

Plus, see which Super Bowl spots are trending globally

Uniqlo’s blend-in brand well-poised to win market share

A bit of unfamiliarity goes a long way in managing expectations

A by-the-numbers look at #BellLetsTalk

The results from Bell's 2015 mental health campaign blow away previous years