The &Smyth team worked closely with RRBC, visiting the brewery to get a full tour and sense of its scale, operations and background story. From this, we crafted a digital-first integrated campaign to best amplify the brand and raise awareness of the brand transition. As rebrands in themselves are not newsworthy, we identified other newshooks that would appeal to media, and leveraged these to tell the brand story. We took the angle of the brewery being a source of creativity, great-tasting beer and innovation and themed our campaign as going ‘Back to The Source’, playing on the origin of the brand on the banks of the Rye River. We co-ordinated and managed a media partnership with the Irish Times, a product drop to targeted media and drinks influencers and amplified RRBC’s profile at events which it was attending.