With James Ready beer’s latest campaign from Leo Burnett, the discount beer brand is once again sharing its media buy with customers this summer, and giving something back while they’re at it.
James Ready launched a pair of new radio ads yesterday that make listeners two offers: airtime in a radio ad to use as they see fit, and the chance to get help from the brewer wherever they need it.
The “Suggestions” radio ad lists several examples of what the company is willing to do for its loyal fans, from breaking up with a girlfriend to flipping a mattress to helping pay for a wedding.
The ads steer listeners to HowCanJRHelpYou.ca, where they can plead their case for air time or aid. Several submissions have already been posted. Visitors are asked to rate each one to help James Ready make its final decisions in August. Submissions will be accepted until July 22.
“For the last three years, it’s been ‘How can you help us keep the price as low as possible?’ ” said Natasha Dagenais, account director at Leo Burnett. “It’s tough economic times and everyone is tightening their belts. This was an opportunity for us to reach out and say thank you in a very JR tone.”
The help offer was kept intentionally broad, Dagenais said, to avoid “pigeonholing” the promotion.
“We’re not going to give out five shirts and have a party. That’s very beer-ish,” she said. “We wanted to support what James Ready stands for as the beer of the people. Who better to tell us what they need help with than [the consumer]?”
The radio offer crosses seven of James Ready’s key Ontario markets: Toronto, Ottawa, London, St. Catharines, Barrie, North Bay and Sudbury.
Additional radio ads with consumer generated content will begin airing at the end of May.
By donating air time, the brewer is building on last summer’s billboard campaign that offered consumers space on Southern Ontario billboards. The idea was to help the brand save media money and keep its price low. That campaign just won a Silver Pencil at the One Show in New York last night (see story above), and recently won two golds at the Andy Awards and Best in Show honours at the Outdoor Advertising Association of America’s Obie Awards.
