Brewers & Makers
Experience the fusion of craftsmanship and taste as we proudly present the result of two extraordinary collaborations under the Brewers & Makers campaign with Pilsner Urquell. Celebrating the rich heritage and boundless flavor of the Original Pilsner, we partnered with Taylor & Jones and K25 MALMØ, two esteemed artisans who embody the spirit of craftsmanship and dedication to their craft, paying homage to the uniqueness, range of flavors, and originality of Pilsner Urquell's legacy. In a carefully curated campaign of digital and live events, combining the beer with specially created food, Pilsner Urquell’s heritage was made visible across a digital, social media, and live audience in the hundreds of thousands.
Taylor & Jones/Hötorget
We aimed to connect Pilsner Urquell with like-minded collaborators, to adjudicate its exceptional tradition and craftsmanship, and to expand the reach to true followers. Simultaneously, we strived to integrate the brand into the food market, using the Brewers & Makers concept to engage a broader audience and to revitalize Pilsner Urquell's brand image and evoke a heightened sense of taste, to inspire, and to establish lasting connections with food and drink enthusiasts and connoisseurs. This approach highlighted the rich tradition and history of the world's first original pilsner while fostering a meaningful connection with a new audience.
Event Activation
For three memorable days at the Christmas Market at Hötorget in Stockholm, the air was filled with the aroma of sizzling sausages and the refreshing taste of Pilsner. At the Mobile Tankovna, visitors enjoyed perfectly poured Pilsner Urquell paired with sausages by Taylor & Jones. The event showcased three new sausages crafted to complement Pilsner Urquell's signature pouring techniques. Attendees also learned about how to serve the beer and the process behind the making of Pilsner Urquell's unpasteurized fresh beer. Every detail immersed visitors in an ambiance of history and craftsmanship.
Digital Activation
The campaign began with crafting three new sausages by Taylor & Jones, each tailored to match a pouring technique. This culinary journey, captured in a short film and images, revealed the secrets behind this amazing taste pairing experience to come. The content was then shared on YouTube, Instagram, Facebook, newsletters, and through invitations sent 12 days before the launch by all collaborating partners. This was followed by the second part of the campaign, showcasing the documentation of the actual event to extend the reach to other Nordic markets.
Impact
The Brewers and Makers campaign successfully reached a broad audience of food and drink enthusiasts through both digital and physical experiences. With all collaborating partners and visitors during the most visited time of the year before Christmas exploring and sharing the campaign attracted:
Digital and social media campaign before the event: 120K
Digital and social media after the launch: 180K
Physical market visitors during 7 days: 22K
The Launch and two VIP events visitors: 890
MALMØ/ K25
artisans who maintain traditional techniques in producing falafel from scratch, following a treasured Palestinian family recipe. They created three new falafels, each paired with a unique cheese, and made to perfectly match Pilsner Urquell's three pouring techniques: Hladinka, Na Dvakrát, and Milíko. This cross-cultural meeting of food and drink began at a food-market event with food and drink enthusiasts and professionals and continued across social media and in print. This resulted in an increase in sales and footfall of over a third at the live event and a social media audience of well over half a million.
Print & Online Activation
To amplify the impact of the collaborations, we developed a range of images, print, and digital materials such as vibrant posters, enticing menus, and social media visuals that captured the essence of the Brewers & Makers collaboration and an extended brand experience, sparking interest across various channels. An exclusive advertorial in our magazine delved deeper into the stories of Pilsner Urquell and K25 MALMØ, celebrating their dedication to craftsmanship. This campaign was launched through all collaborating partners via online platforms and social media channels.
Event Activation
A launch event, coupled with The Forumist magazine launch celebration, marked a significant highlight at the beginning of this campaign, bringing together an exclusive guest list comprising food and drink enthusiasts and professionals. The celebration extended over a three-day ongoing event at the K25 MALMØ food court in Stockholm, marking the coming together of Pilsner Urquell and falafel—two true delights from different cultures.
Impact
The impact of Brewers & Makers extended far and wide, capturing the hearts of beer lovers and culinary enthusiasts alike. The Food Court K25 announced a 35% increase in traffic and sales during the campaign.
This also resulted in a viral and wide reach in various channels resulting in:
Online and social media before the event: 220K
Print, online, and social media after the event: 560K
Launch event physical visitors: 740
Ongoing physical visitors: 11K
