Quest TV channel and Meantime Brewing Company are running a multi layered promotional and content partnership that spans off trade, on air and digital.
Quest is producing six films for Meantime that will support the brewer’s wider ‘Make Time For It’ campaign, which celebrates ‘time’ as the fifth ingredient in all of its beers. The films will showcase six different craftspeople across six UK cities, each making something in six weeks (the same time it takes to brew a Meantime beer) to create the perfect drinking environment. The craftspeople include a glass blower, sign maker, furniture designer, lighting designer, wallpaper maker and tailor. All the items they are making will appear in a meantime pop-up bar at the end of the campaign.
Meantime are releasing the films on its website, starting in June and finishing in September, the coming months (the first of which is launching this June), while Quest is supporting through on-air competitions across its programming.
To support the partnership, Meantime Brewing Company is running a Quest TV on-pack promotion across 1.5 m bottles of Meantime’s London Lager, Pale Ale and Yakima Red to give consumers the chance to win a money-can’t-buy trip to Yakima Valley in Washington State.
The winners will accompany Meantime’s founder and Brew Master, Alistair Hook, on his annual hop-sourcing trip to the Yakima Valley and get a taste of outdoors with river rafting and fly fishing activities. As the home of hops and adventure, the Yakima Valley trip offers something for fans of both Meantime’s award winning craft beer and Quest’s adventure programming.
Simon Downing, Head of Quest, says: “The Quest viewer takes time to indulge his interests and to embrace new challenges. Our Yakima Valley trip promotion with Meantime connects them with their passion points of craftsmanship and adventure. Our collaboration enables us to deepen brand engagement with a 7,000,000 strong audience.”
Consumers will be also in with the chance of winning limited edition Meantime beer, brewed specially for each of the six craftspeople involved, as well as tickets to Meantime’s crafts exhibition planned for October 2016.
The activity, which runs from June to September, was developed and negotiated by Mediator Communications. Mediator has brought TV channels including UKTV, A+E Networks and Discovery Networks together with brands for mutually beneficial partnership marketing campaigns.