BIG ROCK JUMPS INTO ADVERTISING
By Adnews Staff
Big Rock Brewery of Calgary will move into the advertising game later this month. The craft brewer will launch its first branding campaign in Alberta in mid-November using billboards and radio, as well as promotions with liquor stores. The campaign will roll out to the rest of Western Canada, Ontario and parts of the U.S. sometime next year. In addition, Big Rock launched a contest in Alberta earlier this month. To participate, contestants must correctly match all nine of the Big Rock ales according to color on an entry form to have a chance to win one of nine trips, including a trip to Ayers Rock in Australia, Plymouth Rock in New England, the Rocky Mountains and Mount Everest in Nepal. The contest is being promoted using radio and newspaper ads. Advertising for Big Rock is handled by Parallel Strategies of Calgary. The brewer has also changed the packaging of its beer. Each label is now similar in design to show people that each beer is part of the Big Rock family. Big Rock markets nine beers: Big Rock Light, Traditional, Canvas Back, Magpie, Worthog, Grasshopper, Shinook Pale Ale, McNally's and Pale Ale.