McMullen & Sons Brewery

"Hoppy Cows" - Experential Promotion


McMullen & Sons Brewery wanted to highlight that nothing goes to waste in their natural brewing process, including the fact that all of the spent grain is given to local farms to feed their cows.

Appointing us as creative and media agency for this latest campaign, McMullen asked us to find a fun way to express that – and to also to engage the brand with the local communities.

Our response was ‘McMullen Hoppy Cows’, an experiential promotion inviting people to find the herd of ‘Hoppy Cows’ (life-size cows!) in and around the Home Counties, then log on to the website for a chance to WIN BEER FOR A YEAR.

The campaign was a prime example of one with ‘legs’ (in every sense of the word!), including Street Walkers (wearing the Hoppy Cows), leaflet distribution, life-size cows fixed to selected McMullen pubs and key sites in the towns, regional press activity, in-pub promotions, social media interaction and a fully integrated website (including mobile).

Reaffirming without any doubt that McMullen’s and their beers are to be enjoyed by all, the campaign response was overwhelming and left McMullen a very hoppy brewery indeed.

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