Building business through insight
The Firkin Group of Pubs found itself in an overcrowded market with declining market share. After embarking on an extensive research initiative, we knew the solution would not be in a traditional advertising campaign. We understood the root of the problem: it wasn’t that people weren’t coming to the Firkin, they just weren’t coming back. The solution would not be in a brand refresh or traditional advertising campaign; the entire experience needed to be modernized. We began by redefining their target consumer moving from older men, to a younger and more diverse audience of social extroverts, including women. To appeal to a new, younger audience, we collaborated with an interior design firm to bring a premium experience to life.