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James Ready Brewing Company
James Ready Bar-Ter Night Campaign

RAN IN: United States

CLIENT
James Ready Brewing Company

Matt Johnston, VP, Sales and Marketing
Chris Waldock, Director, Sales and Marketing

AGENCY
Leo Burnett USA *Lead Agency

Judy John, Chief Creative Officer
David Buckspan, Group Account Director
Natasha Dagenais, Account Director
Jordan Lane, Account Executive
Sean Barlow, Creative Director
Paul Giannetta, Creative Director
Steve Persico, Copywriter
Anthony Chelvanathan, Art Director


Campus Intercept


SUMMARY

James Ready is in the discount beer market, a highly competitive segment that's 40% of total beer sales in Ontario with over 40 different brands. So how could James Ready stand out during these tough economic times? To help their drinkers, and more specifically, poor university students, JR created the Campus Bar-Ter Night. Students were encouraged to spend their money on JR beer, collect the caps and trade them in for stuff they really needed. The program yielded a sales increase of 8.51% and market share growth of 31.01%.

CASE STUDY

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CASE VIDEO


Hero Medium: Events

Medium Featured On Video: Print, Events, Consumer Involvement, Unaddressed Mail

Audience: Connect with a new audience, Speak to Young Men

Type: Business to Consumer

Classification: Local

Language: English