MAX NACCARATO
Professional Portfolio
BRAND ACTIVATION
GOOSE ISLAND FLIGHT & RETURN /
BRICKWORKS CIDERHOUSE FLIGHT RETURN 709
During my internship, I wanted to pitch a campaign idea that tackled the new complications consumers were facing during reopening after the third wave of covid. I saw an opportunity to solve the pain points our consumers experienced, while tapping into the brand's key pillars.
CAMPAIGN CONCEPT
For a limited time, offer consumers the opportunity to attend a night out at the Goose Island Brewhouse with all the pain points of Covid removed. All nicely bundled with a clever play on the brand identity; FLIGHT & RETURN.
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Beer Flight: grouping of beer samples.
Flight: trip to the brewhouse.
Return: trip back home.
Insight:
COVID-19 reopening has introduced new complications for Ontarians flocking back to patios, with stress arising around safely and efficiently planning outings.
FEATURES
DISCOUNTED UBER TO THE BREWHOUSE
Insight:
TTC ridership is at less than 35% of normal levels due to Covid.
Function:
Remove transportation barriers stopping consumers from going out.
Remove consumer obligation to be a designated driver during social outings.
Support "Gaggle" (friendly) persona by ensuring the safety of our Goose Island family.
GUARANTEED & IMMEDIATE SEATING
Insight:
Demand outstrips supply with patios being the hot activity of the summer.
Function:
Opportunity to acquire new loyalists to the brewhouse who are willing to try alternatives to their usual spots due to the convenience.
PERSONALIZED BEER FLIGHTS
Insight:
The Goose Island consumer is someone who prefers to expand their pallet and be an innovator amongst their peers.
Function:
Appeal to our target audience through key occasion.
Capitalize and emphasize the impressive line of Goose Island beers on tap.
Potential to convert consumers to new Goose Island products.
CONNOISSEUR INSIGHTS
Insight:
The Goose Island consumer is someone who enjoys experiencing and learning new things with friends.
Function:
Appeal to our target audience through their passion points.
Provide elevated service and reason to visit the brewhouse.
RESULT:
After consulting with the on-site team, it was concluded that the activation would be more beneficial to launch under another brand - BRICKWORKS CIDERHOUSE. As requested, I reframed the concept for Brickworks Ciderhouse.
BRICKWORKS CIDERHOUSE RETURN FLIGHT 709
Bundled experience of flight and food - a Brickworks tradition with Toronto heritage written all over it because the Toronto way to do Coffee Chats is Cider Chats.
Features:
Discounted Ubers.
Guaranteed and immediate seating.
Private Seating upstairs.
Flight with insight from the cider maker.
Promotion Requirements:
During lunch hours (when people are likely to buy food).
Concept Increases:
Average check size (due to combo of food and drinks)
Activity during lunch hours Monday to Friday
Indoor dining activity (after hesitancy from Covid).
