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Marston’s Home Brew Challenge

The Brief 

After running a monthly Home Brew Club in Burton for Marston’s, we were tasked with looking at a broader campaign that promoted the brand to the wider home brew community. The specific aims were:

  • To continue to engage with existing members of the Marston’s Home Brew Club in a digitally led space
  • To communicate Marston’s heritage in brewing to a wider audience of beer aficionados
  • To build Marston’s credibility with the UK home brew community

 

The Solution

We quickly settled on running a home brew challenge to find the UK’s best home brewer via social and a dedicated microsite where home brewers could submit their recipes. The pandemic, however, necessitated a revised approach as any form of in-person competition was out of the question.

To get around this obstacle we approach the process from a different perspective. Instead of brewing beer for tasting at an event, we kept the whole thing digital, which allowed us to tap into a wider audience across the UK.

Along with the Marston’s Head Brewer Pat McGinty, we recruited a panel of external judges including award-winning writer and blogger Pete Brown who would select winners from the entries. The campaign started with recipe submissions. From this, the judges selected a shortlist of 20 brewers who would be invited to brew and send their beers in for tasting. Our judges then selected the winning beers. We partnered with Balliihoo, a home brewing equipment store, who contributed prizes for the winner and runners up.

 

The Results

Home Brew Challenge was a great success and allowed the brand to boost their credibility with a wider audience. Despite the challenging conditions, the campaign delivered against all of its objectives:

  • Nearly 180 recipes submitted from across the country
  • Engaged with 17 regional home brew clubs and groups
  • Reached over 38,000 home brew fans
  • Over 7,200 visits to the campaign microsite