Little Brown Jug is a Winnipeg-based brewery serving up quality beers including its belgian-inspired pale ale, 1919.
The challenge
The challenge was to position 1919 as an approachable beer, as perfect for everyday occasions as it is for life's bigger moments.
The solution
UpHouse developed a concept centered around the people who work hard and show up for others, not just for praise or recognition, but because it’s the right thing to do.
We worked closely with UpHouse to bring this campaign to life through three different stories. Each story was cut into its own broadcast spot, and a fourth spot blended all three.
Production took place over the span of two days and it came with its own set of unique challenges. Everything from filming a nighttime bar scene at 8am, to blacking out a full sunroom in order to capture the perfect cozy atmosphere. And we can’t forget the inherent challenge of advertising alcohol on television.
In the end, the spots launched as part of an integrated campaign and included both social versions as well as broadcast placements during the 2022 NHL playoffs.
The results
The campaign resonated with viewers and Little Brown Jug saw increased demand for 1919 from restaurants including demand for 1919 on tap.
