RBH creates campaign for Church End Brewery's 'recession antidote'
RBH creates campaign for Church End Brewery's 'recession antidote'
Church End Brewery has tasked Rees Bradley Hepburn with creating a campaign to promote its two new ales, Hoptomist and Quantitative Easing.
The ales have been designed as an antidote to the recession and are available from any of the real ale pubs stocking Church End beers.
The series of posters and promotional material look to poke fun at the recession and give real-ale drinkers a reason to smile during these difficult times.
Tim Rees, chairman at RBH said, “I’ve suspected beer would be the solution to the economic crisis for some time, so I was delighted to discover that Church End Brewery were able to prove me right. Once again they’ve produced some fine real-ales and we’re thrilled to have been asked to help them launch them.”
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Why is it 'Recession Ale?' I would have liked some sort of explanation. Also, not sure if it has the legs for a campaign. The 'Depression' one works well but it starts to struggle a bit after that.
How lucky are RBH to be tasked with such a brief in these very testing times, and what an absolute waste of an opportunity. I know I've posted anonymously but that's my choice. It's easy to slag off other peoples work but can somebody convince me I'm wrong..and that the concepts are funny/clever, that the photography is brilliant and this campaign is worthy of being showcased.
What a rubbish marketing idea this is. The one place you want to escape the recession is the pub. I don't think the work is a wasted opportunity just that marketing this product is a waste of time and money.
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Anonymous 1- Cheer up, someone might give you a job. Probably wouldn't start the interview by slagging off their work though.
Anonymous 2- Is it worth being showcased? I don't know, but that's the joy of The Drum. It's better than a 'one-man-band' putting on a new membership card for a gym that they designed. Send some of your stuff in and see what happens.
Anonymous 3- 'Why is it Recession Ale?' I don't know if you've seen the news?
Paul, Anon 3 here. Don't be glib. Why is the beer EXCLUSIVELY recession ale - I don't get it and just want a simple explanation. Is it cheaper? Does it cheer you up more because of the fine taste? Is it because it's so weak? Eh? Eh?
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Maybe Gordon Brown did the art direction and Alistair Darling the copy. The campaign's about as funny as a Budget speech.
What's next "credit crunch cheese?"
Not sure how many people understand the real ale marketplace.
You won't find a hint of chicken in Old Speckled Hen, or the scent of a plaster-cast in Tanglefoot.
I won't even speculate what a more literal translation of what could be expected in a pint of Bishop's Finger.
I think real ale drinkers will love these and after all, aren't they the target market?
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What's next "credit crunch cheese?"
http://www.ocado.com/webshop/product/Half-Fat-Cheese-Slices-essential-Wa...
I asked for someone to convince me that I was wrong with my criticism, not some smart arsed comments as supplied..and yes, I think I would rather see a membership card to a gym that's well designed.
Paul - Anon 126 here. I assume this is your ad and that's why you're defending it so vociferously. It's good to defend your work but also good to take on board valid comments.
While Anon 3 has a point about you not giving people a reason to trial the ale (superfluous if you're advertising Becks but pretty worthwhile if you're advertising a new product) what would worry me more is that I'd go into a pub and ask for a pint of Recession Ale, only to be greeted by a blank expression by the barman. I had to read the article to discover what the beers are actually called - a luxury punters won't have.
Also, on a technical point, to have the headline 'Recession' above the subhead 'Recession Ale' on one execution is downright clumsy.
RBH have done some cracking stuff for Church End Brewery in the past and I'm sure they will in the future. Maybe it'll be done by you, Paul. If you open your ears.
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I think it's a pun on session ale - an easy drinking ale. Am I right?
I like the strategy from the brewer - coming up with names that poke fun at the current climate and I can see it appealing to your typical session drinker when it's on the badge and pump in front of him. Outside as a piece of communication however, I feel it's weaker than 3.6% ABV.
Like the ale, it's all very easy. First thoughts. There could have been more fun to be had with the drinker and the current times. A touch more charm perhaps, or irony, perhaps. You go to the pub to escape work and you end up drinking a recession ale.
There have been some great campaigns for indie brewers. If there was ever a chance to get some great work through untouched by the corporate hands of say Diageo, this could have been it. Which disappoints me for RBH, who are normally on the money.
Just my opinion. And not anonymous.
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There is something inherently cowardly and weasel-like about those who post derogatory comments anonymously.
If you believe in your viewpoint and would like to enlighten the world - then why not let everyone know your name.
There's also something inherently sanctimonious and peacock-like about those who persist in spouting on about posting anonymously, especially when they have absolutely nothing at all to say about the ads in question.
As long as the comment is a valid one and not just a vindictive swipe (and I don't think most of the ones below are) then I can't see a problem.
Anonymous.
Err...i take it these run on some internal channel because like all the other stuff produced for this brewery they promote 'mood change' etc etc.
"...You won't find a hint of chicken in Old Speckled Hen..."
Err probably not chicken – given it's actually got Hen in the name.
But their TV does have a fox looking for a hen, so by your argument Old Speckled Hen don't understand real ale marketing either.
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Is Graeme Longstaff on his hols?
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