Canada's largest independent brewery to celebrate and document the best of Canada during cross-country road trip
TORONTO, May 14, 2012 /CNW/ - Moosehead Breweries Limited, Canada's oldest and largest independent brewery, is excited to kick off Summer 2012 with a cross-country tour celebrating all things made well. The tour will connect a documentary film crew with Canadians who share the Moosehead passion and ethos for creating quality, well-made products. By sitting down over a beer and talking with these craftspeople, Moosehead will showcase why Canadians create and produce the best of the best, no matter what they choose to do. From food to sports to fashion to outdoor life to music, Moosehead plans to showcase the personalities who help make this country great.
Consumers are invited to follow the tour at www.facebook.com/moosehead where the journey will be documented daily. A series of mini-documentaries showcasing key stops along the way will be released throughout Summer 2012, while an ongoing contest will provide consumers with the chance to win some of the innovative products featured on the tour.
"Canadians love their beer, but they also have a strong appreciation for locally made products," says Katie Kennedy, Director of Marketing for Moosehead Breweries. "This journey is Moosehead's way to hit the road and celebrate the Canadians who share our passion, our independent drive and our appreciation for all things made well."
The tour will see a Moosehead-branded Airstream RV travel coast-to-coast across the country beginning May 21, 2012 at the Moosehead brewing facilities in Saint John, New Brunswick, continuing across Canada to British Columbia, and finally returning to Toronto for the North by Northeast festival on June 11, 2012.
The journey is the kick-off for Moosehead's new To All Things Made Well marketing and advertising platform designed by recently appointed creative agency-of-record Sid Lee. Elements of the campaign will commence in May in the form of a social media content strategy; digital, radio and television advertising; on-premise promotions; and extensive outreach via PR and blogger campaigns.
"There are so many reasons why this campaign is perfect for us," says Kennedy. "Of course we want more Canadians to give Moosehead a try, but what we're really trying to do is share the essence of who we are. By encouraging recognition of local Canadian talent we are connecting their craft with ours."
A full list of To All Things Made Well journey stops and craftspeople will be posted throughout May at www.facebook.com/moosehead.
About Moosehead Breweries Limited
Moosehead Breweries Limited traces its roots to 1867 and is the only Canadian-owned major brewery. The Saint John-based company is owned and managed by New Brunswick's Oland family, whose members represent the fifth and sixth generation to operate the business. Moosehead Breweries Limited sells its beer throughout Canada, the United States and in 17 other countries around the world. For more information on Moosehead Breweries Limited, please visit www.moosehead.ca. Follow the To All Things Made Well tour at www.facebook.com/moosehead
Image with caption: "Moosehead Breweries Limited kicks off Summer 2012 with a cross-country tour celebrating all things made well. (CNW Group/Moosehead Breweries Limited)". Image available at: http://photos.newswire.ca/images/download/20120514_C7261_PHOTO_EN_13678.jpg
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