Granite City Food & Brewery
While we were belly up at Granite City we had the opportunity to challenge the price-off, food-focused status quo of attracting new customers. Our new creative strategic brand platform didn’t discount taste buds but aligned more with guests’ inherent taste for quality and craftsmanship. To make an impactful emotional connection with a mindset rather than a specific age group, we launched the “Celebrate the Craft” campaign to highlight the amazing craft of local patrons. To kick off the campaign in late winter, we created a short film to celebrate the men and women who make bone-chilling days absolutely beautiful. This video was complemented with in-store collateral and experiential beer-tasting events in local markets.
