Hacker-Pschorr | 2013-2014

Steeped in rich history, Hacker-Pschorr stands as a testament to Munich's brewing heritage.

Founded in 1417, an impressive 99 years before the Reinheitsgebot purity law, it's one of only six breweries within Munich's city limits, making its beers a staple at Oktoberfest. As part of the Paulaner USA family, Hacker-Pschorr sought to elevate its presence within the burgeoning craft beer scene in the US. Recognizing the brand's 300-year legacy and unique heritage, we embarked on a mission to showcase its valuable contributions to the ever-evolving world of beer.**

Limited Edition Hubertus Bock

In 2014, Hacker-Pschorr, a brand steeped in Bavarian brewing tradition, commemorated the launch of their first-ever Limited Edition beer in the US, the Hubertus Bock. To celebrate this momentous occasion, we crafted an engaging campaign that invited fans to share their favorite Hacker-Pschorr Hubertus Bock experiences. This groundbreaking initiative, a first for the brand in the US, offered a once-in-a-lifetime opportunity: the chance to win an authentic Oktoberfest experience in Munich, Germany, simply by sharing their stories.

Has Your Oktoberfest Been to Oktoberfest?

To fuel the excitement surrounding Hacker-Pschorr's 2014 Oktoberfest celebration, we spearheaded a dynamic photo contest. This interactive campaign invited fans to share their most vibrant Oktoberfest experiences through eye-catching photos, for the chance to win an unforgettable trip to Munich's iconic festival. We fostered a thriving online community by actively engaging with fans, contributing original content, and strategically leveraging paid media placements throughout the campaign.

Himmel der Bayern

Hacker-Pschorr, a historic German brewery established in 1417, has become synonymous with Bavarian brewing tradition and cultural heritage. Holding a special place in the hearts of many across the globe, the brand resonates particularly in regions steeped in German influences, such as the Mid-West, Northeast, and Great Lakes areas of the United States.

Team

Nick Williams: Content & Social Media Manager, Diffraction Media

John Gilbert: Creative Director, LRXD

Sheena Belcher: Account Manager, Digital Fusion

Catherine Parenteau: Director of Marketing, Paulaner | HP USA

Charles Stanley: Brand Manager, Hacker-Pschorr & Fuller's USA