As it expands nationally, Blue Point Brewing wants to bring a little bit of Long Island along for the ride -- specifically Patchogue.
The craft brewer's hometown is featured in a quirky new campaign that marks Blue Point's most aggressive marketing effort in its 18-year history. The investment comes a little more than two years after Blue Point was acquired by Anheuser-Busch InBev, which has been gobbling up by fast-growing small brewers at a steady pace.
Blue Point, whose flagship brand is Toasted Lager, has grown distribution from 19 states last year to 32 states, including as far west as California. Ten more states are coming aboard by year's end, including Texas, Illinois and Minnesota. In 2015, Blue Point grew sales volume by 75%, according to the brand.
But as its footprint grows, Blue Point does not want to lose its connection to Patchogue, where its brewery is based. The town takes a starring role in the digital videos. The campaign is called "Patchogue Got it All." Ads take a tongue-in-cheek tone and celebrate the mundane, like a local water tower.
"We certainly wanted to show the connection with our town, which we are real proud of. They are real supportive of us," said Blue Point Brewing Co. co-founder Mark Burford. "Craft breweries really do get to be parts of communities and we are a big part of our local community. We wanted to bring that character out with the brand."
He added: "That idea that we take the beer seriously but not ourselves too seriously is a big part of what we do."
The agency is VSA Partners, which Blue Point hired last year. The campaign will get a concentrated digital and print push across 23 markets in the East Coast, Southeast and Midwest. Radio and out-of-home will target the New York area, which remains a sweet spot for the brand. The campaign will get a national push on social media.
Blue Point has also redesigned the packaging for Toasted Lager. The brand's signature buoy is given more prominence. The primary color scheme has also changed from yellow and green to blue and red.