James Ready Print JAMES READY BEER-GRAMS by Leo Burnett Toronto

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Producer Kim Burchiel
Photographer Arash Moallemi
Illustrator Wong Wai Man
Released January 2011

Credits & Description

Category: Alcoholic Drinks
Advertiser: JAMES READY
Product/Service: JAMES READY
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Group Creative Director/Copywriter: Steve Persico (Leo Burnett/Toronto)
Group Creative Director/Art Director: Anthony Chelvanathan (Leo Burnett/Toronto)
Illustrator: Man Wai Wong (Leo Burnett/Toronto)
Photographer: Arash Moallemi
Producer: Kim Burchiel (Leo Burnett/Toronto)
Group Account Director: David Buckspan (Leo Burnett/Toronto)
Account Director: Natasha Dagenais (Leo Burnett/Toronto)
Account Executive: Rebecca Simon (Leo Burnett/Toronto)
Media placement: online - facebook - 01/09/2011

Describe the objective of the promotion.
The goal of this campaign was to encourage current drinkers to share JR with possible new drinkers. To do this we played off the insight that guys give guys beer as a gift or thank-you token. So we made it easy and fun for guys to turn a case of J.R. into a gift they could give a potential new drinker.

Describe how the promotion developed from concept to implementation.
Facebook fans were notified about J.R. Beergrams through Facebook. Here they could customize and order Beergram cards or order ready made ones. All for free. The cards were then mailed to them so they could then gift J.R. to friends and family.

Explain why the method of promotion was most relevant to the product or service.
Getting guys to switch beer brands is tough. By encouraging our drinkers to gift JR to people who potentially never tried JR allowed us to get JR in the hands of new drinkers and maybe switch them over.