Workhorse Brewing Co.
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Iron Hill Brewery & Restaurant officially poured its first beer and served its first dish in Newark, Delaware in 1996. The brand has spread its passion for beer and food ever since and looked to Neff to review their brand, provide recommendations, create advertising and a media/PR strategy for moving forward in the brewery and restaurant sector as they launched their Perimeter Georgia location.
Through our brand review, Neff identified Iron Hill’s position in the brewery and restaurant marketplace. Neff worked to formulate new copy lines, positioning and creative concepts that incorporate Iron Hill’s brand story and dedication to their craft. Neff also photographed their beer and food for billboard and digital advertising while intertwining the new positioning to promote their new Perimeter Georgia location. By leveraging relationships in the Atlanta market, we launched Iron Hill’s new location through media outreach.
Our brand review consisted of research, a competitive analysis, brand positioning and copy lines. We took into account Iron Hill’s brand perceptions from price, quality, service, branding, reputation and the younger craft beer audience as we formulated different positions the brand could occupy in the marketplace. Our goal in our recommendations was to better tell Iron Hill’s story while expanding, not diminishing, their brand history for the past 25 years.
We refreshed the look and feel of Iron Hill’s advertising creative while intertwining the new positioning to promote their new Perimeter Georgia location. Working with their team, we formulated a strategic media plan that included radio, out of home and digital.
Our PR team worked with Iron Hill Brewery & Restaurant to generate buzz around the company’s newest location in Atlanta’s Perimeter Center. The team coordinated a VIP Media & Influencer Preview Event prior to the official opening to create anticipation and excitement, and assisted in planning the Grand Opening celebration to secure additional press coverage throughout the region. Through PR outreach and strategic influencer partnerships, the team was able to generate a total of 6,844,543 potential impressions through media placements and 1,324,192 social impressions.
