Background

Emerson’s is a regional beer, based in the far south of New Zealand. They wanted to grow their footprint throughout the rest of the country, while staying true to their core beliefs of patience, craft, and appreciation for beer – not just in the brewing, but also in the way it is consumed.

Describe the creative idea (40% of vote)

We created the Tiny Pub – a two man bar with everything you need to enjoy the perfect beer, and nothing more. The antidote to modern gastropub monstrosities, the pub went on a national tour, where people could book in pairs for a taste of everything Emerson’s holds dear about the beer drinking experience. This also proved fortuitously timed as the country emerged from lockdown - with people desperate to catch up with mates for a socially distanced beer. The sessions lasted 27 minutes – the perfect amount of time to enjoy a pint and the pub’s features, including a tiny piano, mini dartboard, and even The Tiny Pub Gazette.

Describe the execution (40% of vote)

The Pub itself was crafted to be a mini version of traditional English pubs, rich on character and charm, full of interesting mini tidbits, and light on modern fads. It embarked on a national tour lasting several months, setting up in picturesque locations throughout the country. We also captured content along the way which has been rolled out in a social and online campaign. Plans are already underway for the 2021 tour.

List the results (20% of vote)

At launch the Pub was featured on national television, and subsequently the entire tour booked out before a single pint had been poured. Emerson’s experienced the highest brand in its history as a result of the tour, and reversed a 12% decline in supermarket sales into a 14% increase. In fact sales were so strong that Emerson’s completely sold out of their beer by the conclusion of the tour.