The Tiny Pub
Emerson's Brewery
Issue 58 | March 2021
Agency
DDB Group New Zealand
Creative Team
Chief Creative Officer: Damon Stapleton Executive Creative Director: Gary Steele Creative Director: Rory McKechnie Sr. Art Director: Zac Lancaster
Production Team
Main Prod Co: Glue Society Tour Footage: Two Bearded Men
Other Credits
Group Account Director: Jennifer Travers General Manager Craft: Dave Pearce Insights and Innovation Director: Scott Wright Brand Manager, Craft Beer: Alison Futcher Sales and Marketing Manager, Emerson’s: Greg Menzies Photography: Troy Goodall
Date
June 2020
Background
Emerson’s is a regional beer, based in the far south of New Zealand. They wanted to grow their footprint throughout the rest of the country, while staying true to their core beliefs of patience, craft, and appreciation for beer – not just in the brewing, but also in the way it is consumed.
Idea
The Tiny Pub was created – a two man bar with everything you need to enjoy the perfect beer, and nothing more. The antidote to modern gastropub monstrosities, the pub went on a national tour, where people could book in pairs for a taste of everything Emerson’s holds dear about the beer drinking experience. This also proved fortuitously timed as the country emerged from lockdown - with people desperate to catch up with mates for a socially distanced beer. The sessions lasted 27 minutes – the perfect amount of time to enjoy a pint and the pub’s features, including a tiny piano, mini dartboard, and even The Tiny Pub Gazette.
Results
At launch the Pub was featured on national television, and subsequently the entire tour booked out before a single pint had been poured. Emerson’s experienced the highest brand awareness in its history as a result of the tour, and reversed a 12% decline in supermarket sales into a 14% increase. In fact sales were so strong that Emerson’s completely sold out of their beer by the conclusion of the tour.