Pilsner Urquell - Keepers of the Craft
Czech-brewed Pilsner Urquell is positioned as ‘Keepers of the Craft, true to its heritage. Protecting the integrity of the beer is at the centre of everything the brand does.
To support the brand statement in New Zealand, Pead PR worked with recognised ‘Keepers of the Craft’ as the brand’s designated brand luminaries. We identified four Kiwi craftsmen – a chef, a baker, a butcher and a knife maker.
We worked collaboratively with the luminaries on a PR campaign and series of events, creating digital content featuring each luminary for use in online channels with a dedicated hashtag to monitor activity.
Media and luminaries took a famil trip to Plzen and we embarked on a traditional PR campaign to generate mainstream media coverage, extending it out to additional influencers.
We have continued strategic alignments to craftsmanship by strengthening and broadening luminary relationship including identifying and engaging a barber, glass blower, leather maker and other local artisans.
Media and social media coverage of 7 million-plus. Brand loyalty and strategic alignments to craftsmanship fostering and maintaining strong relationships within craft community. An engaged and active social media following of 3,000-plus.