Petaluma, CA-based The Lagunitas Brewing Company, has chosen Omnicom’s The Integer Group as its first agency of record.
The remit includes media, creative, e-commerce and customer marketing.
The assignment comes as Lagunitas is pivoting to a marketing and media strategy designed to drive higher household penetration. (It has a history of sponsoring less-scalable music festivals and events). Last year the company spent an estimated $3 million on measured media in the U.S., all of it digital, according to agency research firm COMvergence.
Working with the brand’s in-house creative team Integer is developing new brand campaigns that will appear across various media channels, including one that will highlight Lagunitas’ new packaging that is beginning to roll out onto shelves.
For 2023, Integer will focus on activating the new brand platform “Weirdly Original” with a campaign that will promote the brewer’s double IPA, Maximus.
“The partnership with Lagunitas is incredibly exciting for our network,” said John Kiker, President, The Integer Group. “We have a history of successfully growing brands within the brewing industry, and we relish the opportunity to design, create and connect experiences for Lagunitas fans across the marketing and commerce landscape. Lagunitas has such an authentic, rich heritage in the beverage space, and we are thrilled to help share its story and grow globally.”
Other brews in the portfolio include the flagship Lagunitas IPA, Daytime, Hazy Wonder, and a A Little Sumpin’ Sumpin’. It has also developed a non-alcoholic brew, sparkling hop water and a line hard sparkling teas.
Paige Guzman, Lagunitas’ Chief Marketing Officer stated, “Integer has a wealth of experience and a knack for the category, strategically and tactically. Our new partnership will give us the ability to punch above our weight. We’re set up to think outside the dreaded box with breakthrough tactics and media channels that Lagunitas has historically never played in.”
advertisement
original content
