The Keg
01
See You Tonight
2024
Ambition
Attract a younger urban guest without alienating our older current guest-base
Audience Love
To younger Canadians, The Keg wasn’t for them
We spoke with young people all over Canada, it became clear that our status as a hallmark brand had actually become a weakness. The Keg was a place your parents loved to go, an institution that felt like was always there. It was reliable and trusty – but not exciting.
Idea
Turn our ubiquity into our greatest weapon
The truth is, just about everyone has had a great time at The Keg. We revitalized a classic brand tagline – See You Tonight – by shining a light directly on the people that visit The Keg… with extra emphasis on our young growth audience.
Results
During an inflationary period where Canadians tightened their purse strings, The Keg was the only brand in the category to grow sales.
Our campaign increased intent to go to The Keg at 2X industry benchmarks.
