Boundary Road Brewery: The Resident

This case study describes an entirely-online campaign by Boundary Road Brewery, a craft brewery in New Zealand, which gained credibility and interest in a product that had not been created.

Boundary Road Brewery: The Resident

Campaign details

Category: Most Progressive CampaignAgency: Barnes, Catmur and FriendsClient: Boundary Road Brewery

Summary

Craft beer in New Zealand was stuck in a cluttered rut, so Boundary Road Brewery (BRB) decided to import exotic brewers to counter the imported exotic beers.

They'd bring fresh taste buds and hybrid flavours to New Zealand and let them loose, getting the best of local and international values. Suddenly a modest exercise in building Boundary Road Brewery's brand credibility was turning into a million dollar money-maker.

Key learnings

While the first impression of the...

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