Canada's oldest and largest independent brewery, Moosehead Breweries Limited, announced a Summer 2012 mobile tour to celebrate all things made well. The tour will connect a documentary film crew with North Americans who share the Moosehead passion and ethos for creating quality, well-made products.
By sitting down over a beer and talking with these craftspeople, Moosehead will showcase their commitment to creating a high-quality, highly personal product – from food to footballs, sausages to snow gear. Each artisan shares Moosehead's mission to produce the best of the best, on their own terms, no matter what.
Consumers are invited to follow the tour at www.facebook.com/moosehead where the journey will be documented daily. Additionally, a series of mini-documentaries showcasing key stops along the way will be released throughout Summer 2012, while an ongoing contest will provide consumers with the chance to win some of the innovative products featured on the tour.
"There has been a strong movement in recent years toward artisanal products made either by hand or in small batches by independent craftspeople," says Katie Kennedy, Director of Marketing for Moosehead Breweries. "This approach has always been an integral part of Moosehead's ethos and this journey is our way to hit the road and celebrate those who share our passion, our independent drive and our appreciation for all things made well, including beer!"
The tour will see a Moosehead-branded Airstream RV travel coast-to-coast across Canada and into Northern US states, including Portland, Maine; Bedford, NY; Glen Rock, NJ; and Pittsburgh, PA.
The journey is the kick-off for Moosehead's new To All Things Made Well marketing and advertising platform designed by recently appointed creative agency-of-record Sid Lee. Elements of the campaign will commence in May in the form of a social media content strategy; digital, radio and television advertising; on-premise promotions; and extensive outreach via PR and blogger campaigns.
"There are so many reasons why this campaign is perfect for us," says Kennedy. "Of course we want more Americans to give Moosehead a try, but what we're really trying to do is share the essence of who we are. By encouraging recognition of independent talent, we are connecting their craft with ours."