The creative development process spanned several weeks, where numerous ideas were generated. There were so many solid ideas being generated that one of the largest challenges was in keeping the campaign as simple as possible, and not being tempted to take the best parts of numerous ideas. This simplification process culminated in the “Beer, But Better” campaign message that acted as the backbone of the entire campaign going forward.

The visual campaign assets were distributed via Global across key locations in central London with heavy footfall, spanning all facets of roadside and transport. This complete saturation of key locations allowed for huge impact visuals and campaign messaging, as many of these locations have low dwell time and needed to be snappy and easily digestible.

Ahead of any shooting, we created design mockups to guide the photoshoot to reduce post-production time. The timescales of getting this campaign live were very tight, which meant that all production had to go without a hitch at all stages.

All work was carried out by our in-house team, from campaign creation through to creative development, project management, photography and design. We captured all photography in our studio alongside the design of all campaign assets. The mockups meant that the final imagery could easily be slotted into the designs once retouched, which compressed the turnaround time and meant we could get everything out to the client for approvals promptly.

The launch at Waitrose has been an enormous success for the brand and for the local community as a whole, with spin-off content opportunities being created organically between Waitrose and Prime Time from the synergies and buzz produced. At the time of writing, the campaign is still live and we’re yet to receive final sales data to draw a direct ROI, although purely anecdotally the campaign has been an enormous success for all involved.