Securing the future of Greene King Brewery

Client: Greene King

Greene King created Level Head & Flint Eye, two brand new craft beers, in an effort to bring in new audiences, change dated perceptions of the historic 225-year-old brewery and crucially, secure the long-term future of the business beyond their heartland ale market, which is in long-term decline.

However, their original plan to target younger beer consumers was quickly disproven by our analysis, which instead showed that while beer consumers can’t be defined demographically, they can be defined based on their speed and willingness to try and adopt new beers into their repertoire.

Utilising Kantar TGI data, we refined segmentation based on audience characteristics. Collaborating with media partners like YouTube, Meta's Google, Ogury, Mobsta, and Teads, we created custom behavioural audiences for efficient targeting.

Real-time heat maps of Greene King’s first-party data guided digital campaigns, optimising media efficiency and informing our strategic OOH efforts.

This led to amazing results, which were even more impressive against a stagnant draught category.