Services
Client
Year
Challenge
How does a brewery synonymous with "tradition" launch a product that looks and feels contemporary without alienating its loyal heritage fanbase?
Woodforde’s needed an advertising strategy that mirrored the bold, narrative-driven design of their new cans. The challenge was to break through the “old-school ale” perception and position the brand as a fresh, relevant choice for the modern digital era.
Goal
The primary objective was to launch the new IPA range with a disruptive campaign that would: Bridge the gap between Woodforde’s heritage and a vibrant, modern aesthetic. Increase digital engagement and attract a younger, craft-focused demographic. Deliver high-efficiency commercial results across paid media.
The impact
The campaign transformed the brand's digital presence and delivered market-leading results:
9x Return on Ad Spend (ROAS): The creative-led strategy proved its commercial power, delivering exceptional revenue efficiency.
27% Reduction in CPA: Through continuous optimisation of paid media, we significantly lowered the cost of acquiring new customers.
Audience Expansion: The campaign successfully drove growth in followers and engagement, helping Woodforde’s tap into a younger, more digitally active audience while maintaining its status as a Norfolk icon.
The approach
Against Ordinary developed a high-energy launch campaign anchored in the brewery's Norfolk roots:
Standout Creative Concept: We landed on the central theme: “Summer bursting from the can.” This visual metaphor brought the bold can designs to life through high-energy motion and vibrant imagery.
Location-Led Storytelling: We used the Norfolk coastline as a thematic anchor, ensuring the campaign felt authentic to the brand’s history while looking entirely fresh.
Omnichannel Execution: We developed a suite of “feed-worthy” content for Instagram and Facebook, supported by high-impact OOH (out-of-home) billboards.
Paid Media Optimisation: We implemented a precision-targeted advertising strategy to reach speciality beer lovers and seasonal drinkers during the peak summer window.
