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The Beer Store breaks new campaign

Ontario beer retail chain The Beer Store has begun a new ad campaign called “Whatever the Case May Be.” Developed by King Ursa, the brand campaign is intended to depict the chain as, “the province’s premiere destination for all things beer and more.” This is the agency’s first work for The Beer Store since becoming its agency of record in November. It consists of four 15-second videos, accompanied by social media, digital and in-store ads. The creative makes use of copy such as, “When was the last time you drank something for the first time,” “Searching for cold singles in your area” and “Find the beer you didn’t know you were looking for.” Media work is being conducted by OMD Worldwide.

“We know consumers’ tastes and shopping behaviours vary as much as the culture and landscapes of this amazing province, so we knew we needed to appeal to a broad and diverse audience,” said Natasha McVie, director of marketing at The Beer Store. “Thanks to our brewers, we continue to expand our selection year over year, so Ontarians can rely on us for a wide assortment of beer, flavour innovation, and malt-based ready-to-drink beverages from across Canada and around the world.”

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