Client: Radeberger Pilsner
Task: Bring the Brand Top of Mind in the On-Trade
Project: Tastemaker Collective 2.0
Service: Concept Development Brand Relationship Tool, Digital Campaign Rollout, Content Creation
Category: Communication
For more: #TheTastemakerCollective
In the spirit of the Five Radeberger Pilsner founders.
After the resounding success of the very first Tastemaker Collective, we took it a step further - very much in the spirit of Radeberger Pilsner’s founders. The idea to celebrate the Five founders entrepreneurial spirit is still the foundation - but it turns out: the greatest entrepreneurial minds are actually behind the bar!
![](https://velvetnation.net/wp-content/uploads/2020/04/tmc_kaves_gif1.gif)
We shifted the focus to the incredible people that provide a home for Radeberger in the bars and restaurants across NYC. We gave them a platform to tell their fascinating stories. The fairytale story ‚from bus boy to GM‘ truly comes to life.
![](https://velvetnation.net/wp-content/uploads/2020/04/overview-all-tastemakers.jpg)
Intimate and personal interviews with our Tastemakers make the campaign feel less like advertising and more like authentic endorsements. It also turned being in the Tastemaker Collective into an award - think Michelin Guide but cooler and hoppier.
![](https://velvetnation.net/wp-content/uploads/2020/04/tmc17-asbury-71-2048x1365.jpg)
![](https://velvetnation.net/wp-content/uploads/2020/04/fj_tmc2018_swift-27-2048x1365.jpg)
Once we wiped the beer foam off our lips it became clear: the campaign created great awareness within the on-trade environment. More accounts somehow got our number and asked to be a part of it, even in Canada.
![](https://velvetnation.net/wp-content/uploads/2020/04/overview-2-all-tastemaker.jpg)