Case Study: Narragansett Beer Fresh Catch – Brand Launch

Overview

In 2018, Narragansett Beer was set to announce its latest new offering, Fresh Catch, a year-round blonde ale created to celebrate fresh seafood and pay homage to the fishermen who make it all possible. Brewed specifically to pair well with seafood, drinking Fresh Catch embodies what it means to be from a New England coastal community.

Assignment

Narragansett Beer tasked marlo marketing with developing a targeted media and influencer campaign to create a national and regional splash around the launch of Fresh Catch to establish it as the perfect beer to pair with seafood.

Strategy

Make Fresh Catch synonymous with New England seafood and fishing culture via targeted national and regional media relations, impactful trial and consumption events, and authentic influencer engagement.
Bring the Fresh Catch story to life through an attention-grabbing, engaging “live lobster” box product mailer designed to create buzz and generate excitement at launch.
Invite media and influencers to attend a series of local-market “An Evening With Fresh Catch” food & beer pairing events, giving them the complete Fresh Catch experience to sustain excitement around launch.