An innovative marketing campaign has propelled Butcombe’s Tall Tales Pale Ale to become the fastest-growing keg beer in the South West.
Butcombe Brewing Co teamed up with creative agency The Black Arts Co to create a campaign focused on stunts and fun, resurrecting the legend of the Bristol Crocodile.
The brewer and pub operator launched Tall Tales Pale Ale last year, with branding depicting the mythical crocodile that was once supposedly spotted in the River Avon in the 80s.
‘Caution, sighting of Bristol crocodile in this area’ warning signs placed around the city got locals, visitors, and the national press talking. Hoax ‘Have you seen the croc?’ interviews were seeded online, backed up with Tall Tales adverts, altered on 1st April to reveal the fact that Butcombe was behind the stunt all along.
“We wanted to really have fun with this marketing campaign and go back to basics with a more traditional stunt-based approach that resonated in reality, as well as digitally,” said Simon Dehany, of Butcombe Brewing Co.
“Lots of work went into creating the signage, convincing videos, and interviews, as well as our giant croc that helped us with our post reveal sampling activation in Bristol.
“Dragging planks of wood through Bristol’s harbour to create a ripple effect which The Black Arts Co used in the ‘swimming croc’ CGI video was also a lo-fi highlight!”
Following the month-long campaign, sales of Tall Tales grew across all channels by 93.9%, or 58,176 pints, compared to the same period last year. Free trade listings increased and sales across Butcombe Pubs & Inns’ managed estate rose by 126.2%.
Ian Cassie, of The Black Arts Co, said: “The staggering number of social media posts from products and brands across the globe has created blizzard conditions, where it has become virtually impossible to see anything at all.
“But, combine them with social and conventional media and a good old fashioned ‘activation’, and somehow things seem to resonate a little better.
“A few ‘official’ Bristol Crocodile warning signs started things off, but the story was soon picked up by national media, including Mail Online and the Daily Mirror, and TikTok managed to collect over 2m views… a crocodile in a snowstorm if ever there was!”
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