BREWING UP COVERAGE FOR WELLS & CO.
- A two-month campaign with 19 million regional reach
- Generated strong cut-through in key local media, including online, radio and TV
- Bookings sold out in opening month as a result of high profile coverage
Wells & Co. is an independent, family-owned brewery, a stalwart of the Bedfordshire community with a 190-strong estate of award-winning pubs. Having sold its previous brewery to Marston’s in 2017, in summer 2019 the company announced that construction had begun on its exciting landmark new HQ, Brewpoint.
Fast forward to autumn 2020, with the building complete and plans for a COVID-safe local launch in the pipeline. The Storm team were briefed to support the venue’s A Taste Of Brewpoint pop-up outdoors bar, with visitors able to enjoy a first taste of Wells & Co.’s new beers alongside festival-style food and entertainment, from music to comedy.
Our approach took a laser focus on regional outreach to help generate footfall to the new venue’s outdoor offering. Engaging locals and drawing in regular custom during the restriction-period was vital for the new site.
Coverage was secured in The Bedford Independent and Bedford Bulletin – two of the key local media targets for the business – followed by an in-depth online feature with BBC Bedfordshire, Hertfordshire, and Buckinghamshire. The Storm team provided exclusive content, as well as setting up a one-to-one interview with Wells & Co managing director Peter Wells. A broadcast with BBC Three Counties Radio – the channel for local news across Bedfordshire, Hertfordshire and Buckinghamshire – was secured which saw an interview with Peter Wells going out to the stations’ 130,000 strong listenership. And on opening night BBC Cambridge TV aired a (socially distanced) interview with Wells & Co. head of marketing Tom Foddy live from Brewpoint.
The campaign delivered a total reach of 19 million and saw bookings sell out throughout October. We’re now looking forward to hospitality reopening later in 2021 and fresh outreach to introduce even more people to Bedfordshire’s newest attraction.