CASE STUDY
Crafting Excellence: Allagash Brewing's Strategy for Retail Expansion
At the forefront of the dynamic craft brewing industry, Allagash Brewing Company has built its reputation with the acclaimed Allagash White. In a market where excellence is the standard, Allagash stands apart through relentless innovation and creativity. Our ongoing challenge is to amplify these strengths—boosting Allagash’s presence not only with consumers but also enhancing their relationships with retail partners. We’re continuously working to do more than just showcase their flagship product; our goal is to keep embedding the Allagash brand deeper into the cultural conversation in key regions.
Media Tactics
As we continue to evolve Allagash Brewing's media strategy, our goal is to move beyond conventional digital campaigns. We leveraged insights from programmatic and shopper marketing campaigns to understand how Allagash’s audience consumes media and applied these learnings to refine a targeted broadcast strategy, focusing on the right sports and talent selections. By creating bespoke media opportunities, we cut through the noise and connected deeply with target audiences—whether they were long-time enthusiasts or newcomers to the Allagash experience.
The results spoke for themselves: we delivered a CTR 290% higher than industry benchmarks, a VCR 12.9% higher, and a Click-to-Cart rate 9% above benchmarks. In a tight flight across several of the country’s largest DMAs, we achieved a 4.7% increase in brand awareness when comparing controlled and exposed groups in select demographics, along with purchase intent.
Aligned messaging
From podcasts to broadcasts, in different markets, we synchronized messaging with media strategy to effectively communicate Allagash’s brand story, boosting awareness and appeal without relying on special promotions.
Agile Audience Targeting
We refined our audience targeting for each campaign, using a strategic blend of retail media and competitive conquesting to precisely reach potential customers and retail key decision makers.
Strategic Media
Our media strategy spanned digital, social, OOH, podcasting, and targeted regional broadcast channels, delivering a comprehensive and efficient approach to expanding reach.
“As a fellow BCorp, we share a desire to advertise to our target audience in meaningful, impactful and authentic ways and Campfire has brought us so many opportunities to do just that successfully over the years.”
— Liz Wilson, Marketing Manager