Art of the Queue

Launch date: 4th July 2020

The Client

Beavertown Brewery began over eight years ago when founder and CEO Logan Plant first started brewing on a 650L kit in the former Duke’s Brew and Q in De Beauvoir. From there Beavertown moved to a brewery in Tottenham Hale producing 9,000,000 pints a year, and they have just moved to a new home in Enfield – Beaverworld – where over a staggering 90,000,000 pints a year will be produced.

The Goal

As the pubs began to plan their reopening on 4th July, Beavertown Brewery challenged us to come up with a campaign that would place Beavertown at the heart of those conversations. Our idea needed to show the pub trade that Beavertown had its back, but also capture the attention of the brewery’s core audience of 22 – 32 year olds who were eagerly waiting for their first pint.

The Challenges

4th July or ‘Super Saturday’ as it became known was going to be a crowded space with every beer brand, pub and venue that could reopen looking for a piece of the action. How could we help Beavertown to cut through the noise?

At the time it was unknown how pubs would manage their reopening, other than a guarantee of queues to get in for those who had not booked. The conversations around the pubs reopening began positively but swiftly moved to negative conversations around how binge drinking would continue the spread of the virus, controlling crowds and whether or not the UK was ready.

Our idea needed to make sure that Beavertown Brewery did not become part of those conversations, but at the same time position the brewery as supporting the reopening of the pubs.

The Solution

Our solution was to target the moment of the queue by partnering with Tim Key to inject some responsible fun into the queues that were guaranteed to feature that day, complete with social distancing markers designed to bring a smile to your face.

Tim created a poem that was a ‘love letter’ to British pubs and captured the anticipation and excitement we all had for the first pint inside our local. We then placed this on the pavement line by line (1 metre apart) to help keep pub goers entertained while they were waiting to get into the pub.

Alongside Tim’s poem, Beavertown Brewery used the moment to issue a rallying cry to the UK to get behind their local. Kicking off the activity with an open letter from CEO and founder Logan Plant on the Beavertown website, that called on the UK public to give our pubs the support they needed.

The Results

The activity was supported with targeted earned media outreach beginning with an exclusive interview with Beavertown Brewery CEO and founder Logan Plant in The Independent. Coverage then followed across key London listings and lifestyle titles, interviews with Logan on BBC Radio London, Morning Advertiser and City AM, and social activity across Beavertown’s social channels.