EN / FR
Fifth Story is a News Canada Company

Ontario Craft Brewers Branded Content Campaign • Case Study

ALCOHOLIC BEVERAGE – B2C EXTERNAL COMMUNICATION – BRANDED CONTENT CAMPAIGN

 

THE COMPANY

Ontario Craft Brewers (OCB) is an association of over 50 small brewers dedicated to making great tasting, high quality beer in Ontario.

THE CHALLENGE

Raise awareness of its members and its products.

THE SOLUTION

OCB partnered with Fifth Story to launch a branded content campaign celebrating the “Real People behind the Real Beer”. Fifth Story produced an article series, a radio segment and an online video.

Shot in two downtown Toronto locations – Wvrst, a beer hall specializing in craft beers, and Steam Whistle Brewing, an independent, Canadian brewery – the online video tells the story of the passionate people who produce, market and enjoy craft beer.

Cameron Heaps, co-founder of Steam Whistle Brewing and chair of OCB, Darren Smith, president of Lake of Bays Brewing and vice-chair of OCB, and Pat Thomson, beverage manager at Wvrst Beer Hall, talk about the importance of consuming quality products and supporting local brewers.

When a craft brewery goes into a town, it usually revitalizes an old building, hires local people and buys ingredients from local farmers, says Cameron Heaps. People love craft beer because it tastes great and it’s made the right way.

THE RESULTS

As part of the branded content campaign, the radio, article and video content will be distributed to Fifth Story’s national network of radio broadcasters, print editors, online editors and bloggers. The content will be picked up by national, local and specialized newspapers, magazines, websites and blogs across Canada and generate earned media exposure for OCB. The video will also be promoted through OCB’s owned media channels, including the association’s website and social media pages.

linkedin share button
Google+