Innis & Gunn asked us to launch their new Beer Kitchen in Dundee so we wanted to make a spectacle that reflected the brand’s essence of curiosity and innovation. Knowing Dundee is synonymous with marmalade, we developed a campaign that would help take the story beyond local media and demonstrate Innis & Gunn’s experimental nature. The result was the world’s first spreadable beer – a beer-infused marmalade that you could spread on toast.
The story and resulting media attention really put Dundee on the map with over 40 pieces of coverage including titles such as The Daily Mail, Daily Express, Mashable, Evening Standard, The Herald, The Scotsman and The Daily Record. This story stayed within the top 10 most read news stories on The Herald’s website for two weeks, with the Business writer tweeting:
— Kevin Scott (@KevinScottHT) April 7, 2016
Pretty soon we had people from across the UK, Europe, USA and New Zealand asking for their own Marm & Ale.