Company: Mosaic Sales Solution, Toronto, ON, Canada
Company Description: Mosaic is among the fastest growing agencies in North America. Mosaic has established itself as a clear leader in helping brands connect with consumers in non-traditional ways, including retail events, community experiences, assisted selling, and online social media extensions.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Consumer Marketing Campaign of the Year

Nomination Title: Alexander Keith's Hop Series Mobile Brewery

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign: TEXT REDACTED FOR PUBLICATION

Since 2008, there has been a significant shift in consumer’s purchase behaviour within the beer industry. ,Research conducted told us that while consumers taste preference was evolving, seeking to enjoy a more flavourful beer, there was confusion around the “hop”, one of the most fundamental ingredients in the brewing process. This insight presented a great opportunity for the Alexander Keith’s brand to educate consumers on the role of the hop, specifically in driving the flavour profile of beer. This focus on hop education gave us credibility within the brewing community while maintaining the approachability of the brand Canadian’s know and love, Alexander Keith’s. This beautifully executed campaign launched all platforms of its marketing mix at the same time to achieve mass awareness with a single minded, attention grabbing communication.

1. MOBILE BREWERY
We designed and deployed the world's first-ever street-legal mobile brewery - a fully functioning brewery on wheels that brought brewing education and the Hop Series sampling to over 500,000 people at the largest beer, food and wine festivals across the country.

2. DIGITAL:
The Mobile Brewery experience extended online through an “ask me anything” series with our Brewmasters. Consumers were encouraged to ask our Brewmasters their beer related questions on camera during Mobile Brewery executions. These video diaries were posted to our social networks where all consumers could continue posting their questions for our team online.

3. RETAIL AND ON TRADE
Experiential extended into over 1,500 retail and on-trade channels to execute sampling campaigns highly tied to trial. As consumers walked in store, or sat at their table on-trade, beer-certified brand ambassadors provided key messages about Hop Series while presenting consumers with the hops found in our beers.

4. HOP SAUCE
Working with famed Canadian chef, Ted Reader, we created a series of hop inspired BBQ sauces. The Hop Sauces highlighted the unique flavours of their specific hop and acted as a bridge, pairing our beers perfectly with food and enhancing the flavour profiling.

5. PR
The team conducted a national media relations campaign consisting of educational tastings; interviews with Brewmasters onboard the mobile brewery; and an emphasis on the premium ingredients used in brewing (staring the hop).

The campaign was successful in securing Alexander Keith’s position as the #1 Specialty beer brand in Canada...

• Surpassed Alexander Keith’s Hop Series national awareness target.
• Surpassed Alexander Keith’s Hop Series distribution target & national trial target.
• Exceeded Consideration, Conversion & Image Attribute driving penetration for the brand
• Digital content created reached over 4,000,000 consumers
• HopSauce helped us achieve record Retail Sales Conversion outperforming benchmark.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Robyn Burton is the Senior Manager leading the Alexander Keith’s account at Mosaic, Canada’s largest Experiential Marketing Agency. Graduating with distinction from Rotman School of Management, Robyn launched her career as a Management Consultant with Accenture. There she honed her skills for strategic planning leading the Change Management efforts for a number of massive public and private sector projects. Robyn joined Mosaic in 2011 where she’s responsible for the planning and execution of all experiential marketing campaigns for Alexander Keith’s nationwide. Robyn has been instrumental in convincing Labatt to push the boundaries on creative and non-traditional programming that works.