Moosehead Breweries of Saint John, NB will begin a traveling promotion on May 21, during which a branded recreational vehicle will make a national tour of the country. According to the company, the tour will "celebrate all things well made." A documentary film crew will travel with the vehicle to interview various craftspeople about the experience of making quality things. Through the summer, videos of the tour will be posted to the brand's Facebook page. The initiative also includes a contest component through which consumers will win various products encountered on the tour. The tour is the start of a new marketing and advertising campaign called "To All Things Made Well," developed by Sid Lee. The overall campaign will include television, radio and digital advertising, as well as social media activities, on-premise promotions and public relations. "Canadians love their beer, but they also have a strong appreciation for locally made products," said Katie Kennedy, director of marketing at Moosehead. "This journey is Moosehead's way to hit the road and celebrate the Canadians who share our passion, our independent drive and our appreciation for all things made well. There are so many reasons why this campaign is perfect for us. Of course we want more Canadians to give Moosehead a try, but what we're really trying to do is share the essence of who we are. By encouraging recognition of local Canadian talent we are connecting their craft with ours."