HOFMEISTER
George the bear
Capabilities:
How do you bring back a more sophisticated version of a classic product whilst ensuring its mascot has matured with its new taste credentials?
We built on nostalgia, bringing back the iconic brand ambassador George The Bear, who appeared in previous Hofmeister campaigns from the 1980s and 1990s. This time, George, like the refreshed lager, returned all grown up.
+18,000%
reach increase on Facebook
376%
increase in social interactions
192%
increase in engagement vs period prior to launch
Hofmeister was the 4th most recognised brand in UK despite not having advertised for 20 years. How do you bring back a more sophisticated version of a classic product whilst ensuring it’s mascot has matured with it’s new taste credentials?
Classier Beer, classier bear
We built on nostalgia, bringing back the iconic brand ambassador George The Bear, who appeared in previous Hofmeister campaigns from the 1980s and 1990s. This time, however, The Bear, like the refreshed lager, returned all grown up, more sophisticated and knowledgeable.
The work was supported by high-profile out-of-home, press, and partnership content underpinned by a refreshed social media strategy across paid and organic channels.
The campaign performed well with 0.22% CTR - exceeding the benchmark of 0.14% for the past 90 days
The FT - Foodies & Finer things segment saw 57% of total impressions and engaged above average with a CTR of 0.25%
6 million views
494,091 impressions
+18,000% reach increase on facebook
192% increase in engagement vs period prior to launch
376% increase in social interactions