Troegs Brewery/Jackie Blue Restaurant
Location: Central Pennsylvania
Reach: Regional
Demographic: Restaurant goers and beer enthusiasts
Abstract //
Tröegs Brewery and Jackie Blue teamed up to host Beer Soaked Bliss; a beer dinner and tasting event unlike any other. Vigor was charged with developing a name, identity and filling the seats.
Key Challenges //
- Develop a unique brand identity that would entice patrons.
- Sell out 50 seats for the dinner.
- Build brand awareness for the restaurant and the brewery
Do it with Vigor //
Trying to avert a run-of-the-mill campaign about beer, Vigor did some research on the process of Troegs beer. We found that this particular brewery employed English brewing techniques, not German. That got the wheels turning.
We needed to develop a memorable name that wasn't cliche, but also conveyed fun, suave and newness. Since the cuisine was being prepared using the same beer that would be served we called it "Beer Soaked Bliss."
From the name Vigor went to work designing an event logo that morphed the Jackie Blue logo and the Troeg's logo which became the centerpiece of the campaign. The logo spawned three unique, custom illustrations of a chicken, pig and cow enjoyed a frothy mug of Troegs.
These components found themselves as the main focal point of a unique web experience and marketing collateral like post cards, table tents and posters.
The web site featured a "Dunk-the-Dish" flash game where users registered to enjoy some bottle flinging action. It also featured a beer-knowledge quiz where winners received cases of beer at the event. The final piece was a recipes section for beer infused cuisine.
Vigor Services //
- Brand identity design and strategy
- Web development and design
- Marketing collateral design
- Flash game development
Results //
All but 5 seats were sold. Over 50 people entered the contest online and the event was a huge success for both the brewery and the restaurant. Both brands gained more awareness and recognition and the stage was set for Jackie Blue to continue the events with other breweries throughout the region.
