Moosehead Breweries
Moosehead Breweries is the last Canadian-owned national brewer. Since most Canadians have a hard time identifying one lager from another, Moosehead adopted its #TrulyCanadian positioning in hopes of appealing to our national pride
About the Project
The Challenge
Moosehead had strong awareness scores, but conversion rates remained low. Knowing how much experience matters to the beer consumer, we needed to create something distinctive and shareable that leveraged Moosehead’s #TrulyCanadian positioning, giving beer drinkers a genuine, memorable reason to reach for a Moosehead Lager over the competition.
Strategic Approach
Most Canadians consider themselves very proud to be Canadian, but that sense of pride goes well beyond the usual stereotypes. To drive home Moosehead’s status as a Canadian-owned independent brewery, we created a contest inviting participants to share their own idea of what it truly means to be #TrulyCanadian.
The Campaign
The #TrulyCanadian Contest ran online and on-site through a summer tour activated at events and festivals nationwide. We selected 24 winners for a #TrulyCanadian weekend at Moosehead Lodge, a fully branded Muskoka resort, featuring a performance from Dwayne Gretzky, a BBQ demo with Chef Matt Basile, and a Timber Sports demo from world champion Stirling Hart.
9.7M
Overall impressions
12,000+
Contest entries (120% of target)
15%
Lift in purchase intent (125% target)
48%
View through rate
28
Summer tour average dwell time (minutes)
24
Winners came together as strangers and left as friends
