Taking Muffinz to the Top.
How do you create excitement around a craft beer made by a convenience store?
We developed a strategic tiered announcement plan to get multiple rounds of coverage. This included an exclusive invite-only reveal event for media and influencers, first-look beer mailers to local and national media, and coordinated announcements to showcase consumer demand. And by the end? We left them all thirsty for more.
Three tiers for new beers.
Our tiered approach allowed Sheetz to obtain multiple rounds of coverage on Project Brewberry Muffinz: pre-launch, launch, and post-sell out.
Catching a buzz.
We were able to penetrate important media markets in Pennsylvania, as well as securing interest from prominent national media about Sheetz’s second-ever craft beer release.
Bubbling with anticipation.
We built excitement and demand with a PR campaign that included:
- An invite-only reveal event with media and social media influencers
- First-look product mailers and personal drop-offs to target TV stations
- “Coming Soon,” “Now Available,” and “Sold Out” announcements to showcase consumer demand
- Food & Wine
- Food & Wine
EARNED MEDIA IMPRESSIONS
With message penetration in national media and every major media market statewide
TO SELL OUT
All 99 Sheetz locations selling this limited-edition beer sold out in just 5 days