Our Comrades completely immersed themselves in the Big Rock brand. On top of their strategic and creative skills, they offer a juggler’s ability to manage timelines, budgets and of course those last minute requests. They are a pleasure to work with…as long as their air conditioning is working and the beer fridge is loaded.
Jim Button
Vice President Corporate and Community Affairs, Big Rock Brewery
About Big Rock Brewery
From its humble beginnings with three European-style craft ales back in 1987, Big Rock Brewery has grown in an increasingly competitive category and now has fans across Canada, U.S. and Europe.
The Challenge
Big Rock’s team was concerned that with the growth of the craft beer category, their story might be getting lost. They also saw that a digital marketing strategy could further engage beer drinkers.
Our Approach
To uncover the brand’s unique position, we enjoyed their beer, and talked to everyone involved in making, packaging and selling their beer. We quickly uncovered art as the key brand driver.
The Solution
The Big Rock website became the hub for sharing the brewery’s rich, quirky history, and the design reflected the imaginative artisan nature of a true craft brewery. The new website architecture allows Big Rock to quickly publish ongoing promotional sections, including a dedicated site for their user-generated awards show called the Eddies, and a folk festival contest within the site. We also shaped an email and social media strategy to support ongoing sales promotions and audience engagement.
The Result
Fans and employees alike have made the new site a big part of the Big Rock experience. Online marketing efforts have increased the customer database by 30% and counting.
