ART DIRECTOR/STRATEGIST: Matt Gill ART DIRECTOR/COPYWRITER: Katie Alzapiedi

The Situation:

We had to pick a local brewery and try to come up with a campaign that would help grow their business and promote sales of their drinks locally.

The Insight:

Having a beer is often portrayed as being most enjoyable after a day of hard work.

The Strategy:

Target local hardworking beer drinkers by leveraging the brewery’s connection to the blue-collar neighborhood roots of Quincy. We’ll create and market new beers that position Break Rock as the best beer to reward yourself after a hard days work, with branding that directly call back to the cities history of hard work at its shipyards and quarries. The campaign will feature a new product launches, OOH, experiential and video executions.

The Campaign:

Legacy in Every Pour

Inspired by Quincy’s rich heritage of craftsmanship and resilience, Break Rock Brewing Company honors the community's legacy with every brew. From the hands that pour to the hands that built Quincy, every pour tells a story of dedication, pride, and hard work.

New Beer Launch:

We release a series of new “Legacy Beers” inspired by Quincy’s legacy of tradesmanship, hard work and dedication to excellence.

Video:

OOH:

Experiential:

Quincy Roots Legacy Launch

An outdoor block party celebrating Quincy’s heritage, featuring live music, craft booths from local artisans, and food vendors. Legacy Beers would be on tap, and special tasting flights would be offered, allowing attendees to savor the full flavor of these new beers.