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McMullen & Sons Brewery appointed Media Alive as its creative and media agency for their latest campaign, promoting their natural brewing process for their beers.

The brewery wanted to highlight that nothing goes to waste in the natural brewing process, including the fact that the spent grain from the brewing process are given to local farms to feed their cows.

Media Alive were tasked to find a way that illustrated these points and also to engage the brand with the local communities.

Media Alive devised the idea of “McMullen Hoppy Cows” and decided to run a campaign, inviting people to find the herd of “Hoppy Cows” in and around the Home Counties, logon onto the website with the chance to WIN BEER FOR A YEAR.

The campaign included: Street Walkers (wearing the Hoppy Cows) / Leaflet distribution / Lifesize cows affixed to selected McMullen Pubs and key sites within the towns / Regional press activity / In pub promotions / Social Media interaction / Fully integrated website (including mobile)

The campaign ran w/c 17th June 2013 and the response was overwhelming, also showcasing that McMullen’s and their beers are to be enjoyed by all!

The Big Idea "McMullen's HOPPY COWS"