A coaster is more than meets the eye when it transforms into an educational experience for foodservice operators about the possibilities available when the right food and craft beer are paired.
The coaster functions as a conversation-starter that also improves the quality of life for the salesforce. No longer do they have to carry around a laptop or paperwork to describe this particular program. They can now walk in with a simple coaster and their phone, walk an operator through the opportunity while educating on the nuances of beer pairing by type, finally offering the appropriate products which can be ordered at the push of a button.
This piece garnered much praise and accolade at the McCain Foodservice National Sales Meeting, resulting in the salesforce from other global regions demanding it be rolled out to them in short order.
One of the most recognizable brands in bars and taverns nationwide is Brew City, the premiere supplier of beer-battered fries and appetizers. Following the highly successful Craft Your Legacy repositioning and companion campaign, the brand needed to remain active in the marketplace as its competitors again tried to parody. Thus was born True Beer Food, a rally cry campaign for the brand that further distinguished it as the go-to accompaniment to make great beer taste even better.
The brand hit the ground running with an energetic new video set in New Orleans, a fresh Brew City logo, and a print/digital campaign that carried its messaging on etched beer glasses paired with perfect food.
I had the pleasure of spearheading the relaunch of Anchor, a beloved appetizer brand. In order to pay off the brand's essence of being "Always Original" and showcase the bold flavors of the products, every element needed to strike a provocative tone. What resulted was a launch video that literally turned the tables on expectations, colorfully heroic food photography that put things in a new perspective and the invention of something called a "flavor cue" which would visually provide the essence of what a product tastes like.
One of the most recognizable brands in bars and taverns nationwide is Brew City, the premiere supplier of beer-battered fries and appetizers. Unfortunately this beloved brand had gone dark with foodservice operators for a number of years, leading to a number of lackluster copycats stealing market share. To help Brew City get its groove back, I lead the rebranding and campaign execution inviting foodservice operators to Craft Their Legacy with Brew City. The work looked and sounded differently than anything else in the marketplace at the time and the results speak for themselves.
Ad campaign for Hot Pockets targeted to convenience stores.