Freedom Brewery is Britain’s original, independent, craft lager brewery. For approaching 30 years, Freedom has used proven, traditional techniques to create authentic, crisp, cleaner-tasting lagers. Its lagers are the antidote to the mainstream of bland, tasteless, mass-produced lager which have dominated Britain’s glasses for far too long.
Earlier this year, Freedom Brewery approached us to support its marketing strategy for its core range; Freedom Lager, Freedom Helles, Freedom Pils and New Zealand Pale, as well as wider business announcements and new product development.
As a first point of call, we activated a FOC micro-influencer campaign to re-introduce Freedom Brewery to select influencers across various categories including; food and drink, outdoors, travel and families.
Freedom Brewery’s strapline is ‘Taste Freedom’ and ties into the brewery’s heritage of breaking away from the category’s norms, so we asked our bank of influencers to showcase their own ‘tastes of freedom’ - something everyone can relate to and which we hoped would therefore make the brand more relatable.
This brief was packaged up in creative mailers which included Freedom Brewery’s hero range; we also kitted the mailers out with everything the influencers need to enjoy their beer with branded bottle openers, coasters and t-shirts.
From enjoying a cold beer after dropping the kids off at the grandparents, through to relaxing after a long hike, our influencers began creating content which captures what their #TasteOfFreedom is all about and to-date, Carousel has secured over 20 pieces of influencer content whilst simultaneously introducing the brand to an audience size of just over 250k combined.