Brew City launches new nationwide campaign

Brew City has kicked off the national leg of its latest campaign, which will see the “Beermunch” brand try to poach one of the most famous faces in the snacking world to become its new Brand Ambassador.

Using targeted disruptive tactics, the campaign opens with a flood of unapologetic slogans aimed at zoning in on “that Gary” from Leicester, famous for his relationship with the UK’s leading crisp brand and his footballing skills in the 70s, 80s and 90s.

Brew City’s new multi-channel campaign will see tongue-in-cheek slogans such as ‘Stop flogging crisps Gary, back a proper snack’, ‘There’s a new snack in town Gary’ and ‘#wewantGary’ appear nationally across OOH advertising, supplemented with a host of complimentary social activity.

Following a successful initial stint in Leicester, which saw localised OOH, print, display, audio and a geo-targeted social activity roll-out to drive intrigue and generate momentum in that Gary’s hometown, the brand has now begun its national rollout designed to court the much-loved footballing star. Roadside, rail 48 and 6’s will shoot up across the country alongside banners, guerrilla style fly posters, radio spots and a digital social campaign, which will also see the brand release a tongue-in-cheek recruitment style film aimed at “that Gary” available to view here.

Brew City believe that the world of snacking has moved on and think Gary should too, with their products which herald a new era of munching hot bites with mates. They are hoping their delicious halloumi fries, cheesy brew bites and BBQ mozzarella melts will be enough to turn Gary’s head from the red, green and blue packets he has been eating since the early 90s.

Brew City is the latest development from the McCain group, offering a range of distinctive proper hot bites made to go brilliantly with beer, whilst hanging out with mates. Working with an independent London brewery, every Brew City product has been specially designed to complement a range of craft pints.

Becky Slater, Brew City Product Manager, commented, “At Brew City we know we have a superior snack perfect to enjoy with beer, and we’re not afraid to show up publicly and take on the giants of this industry. Our new 360 campaign cements who we are as a brand – brave, witty and boldly outspoken.

“To attempt to lure the King of Snacks himself to our HQ is a big play for a brand like us. We’re not saying it’s going to be easy but it’s surely worth a shot and we’re excited to see how it unfolds.”

Brew City’s new 360 campaign has been developed by The Wild, a social-first creative agency with support from global media agency PHD and global comms agency freuds.