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Quest for the Perfect Hop

An on-pack promotion and co-created identity for Quest and Meantime Brewing Company.

 
 

An on-pack promotion and co-created identity for Quest and Meantime Brewing Company.

 
 
 
 

I worked with Quest and Meantime to develop a concept for an on-pack promotion. We created a unique prize package, included a once in a lifetime trip to Yakima Valley - the home of hops and adventure. Winners would get to embark on a 'quest to find the perfect hop' with the Meantime team, visiting hop farms and learning how beer was made. As well as that, we threw in a splash of adventure with fly-fishing and whitewater rafting to create the type of experience you only ever get to see on Quest. By crafting a unique prize package both brands were able to engage audiences with their brand story in an authentic way, as well as unlocking relevant content. A shared campaign identity informed by both brands guidelines was then created, meaning both brands were represented in a way that achieved maximum creative impact across each touch point. 

 
 
 
 

At the time of the promotion Meantime were about to launch a new bottle design. We were challenged by the space available on the pack. By using the Harrison clock as a globe, the journey to Yakima Valley was represented using a simple dotted line with the Quest logo and a map marker. A peel back metallic label on the reverse was then added to provide consumers with all competition and channel information.

 
 
 
 

The resulting campaign reached a younger male audience of 2.5m+, generated £205K+ worth of media value and delivered an ROI to Quest of 5:1. It also received a commendation at The Drum Network Awards for Partnership Campaign of the Year 2016.

 
 

Client: Quest (UKTV)
Role: Strategy & Design
Disciplines: Marketing / Identity / Packaging / Print