La Korrigane’s hand-crafted media strategy

The Quebec City microbrewery and pub makes its advertisements like it makes its beer, by hand.

La Korrigane microbrewery and brewpub in Quebec City created hand-made advertisements to promote the company’s hand-made beer last week.

Working with Cossette’s Quebec office, the company had Voir, a weekly newspaper, leave blank ad space in 1,000 copies of its publication, and it invited 100 artists, illustrators, artistic directors, cartoonists and graphics students from nearby Cégep Sainte-Foy to meet at the bar and draw ads by hand in the blank spaces.

Those 1,000 copies were distributed in the bar’s neighbourhood, while the other 49,000 copies of the week’s issue of Voir had a printed ad for La Korrigane.

The only rules for the original ads were that they had to include the statement ‘Une pub faite à la main pour des bières faites à la main’ (A hand-made ad for hand-made beer) and the logo and address of La Korrigane.

The idea for the stunt came from the nature of the beer and the thing that sets it apart, Myriam Crevier, spokesperson, Cossette Montreal, tells MiC.

‘This brewery makes its own beer by hand, and this is the distinctive advantage of this place,’ she says. ‘This is what the creative team wanted to put emphasis on.’

The company also posted a video of the event on its website.