With 4,000 Ontario convenience stores now eligible to sell suds, The Beer Store is reinforcing its offerings as an in-and-out operation.
The new hero spot for the Ontario beer retailer shows bottles going in for recycling and coming out filled with beer. Meanwhile, OOH messaging makes the distinction between “errands” and “beer runs.”
Natasha McVie, director of marketing at The Beer Store, says the spot is about reminding its customers “of the meaningful connection they have built with us over the years doing all their beer runs at our local stores.”
Jeff MacEachern, chief creative officer at agency partner Arrivals + Departures, adds that the spot illustrates the unique relationship that Ontarians have with the retailer.
“Creatively, we wanted to ensure that the personality and tone in each execution was true to The Beer Store, but in a way that makes it feel in line with our core audience mindset, preferences and priorities today,” MacEachern says.
After winning the formal RFP assignment this spring, Arrivals + Departures, AOR for The Beer Store, led the brand strategy, communications planning, campaign creative and production, while also working closely with the brand’s in-house team on retail and website assets. OMD managed the media planning and buying.
The campaign will run throughout the fall season, across paid digital/social, OOH, broadcast TV, radio and apps like TheScore.
This week, the Ford government announced it would reimburse the beer retailer $225 million as part of the roll-out of the sale of beer in convenience stores, a move which the province’s finance watchdog, Ontario’s Financial Accountability Office (FAO), is investigating.
