Urban Purveyor Group launches classic vs. contemporary Bavarian Bier Café campaign

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Classic v Modern 2 (1).jpegTraditional Bavarian costume versus Bavarian outfits with contemporary flair. The dichotomy plays a central role in Urban Purveyor Group’s latest brand campaign and creative to launch a new menu across all nine Bavarian Bier Cafés.

Launched today, the campaign captures the friendly rivalry of classic and contemporary that has inspired a new menu featuring lighter, fresher dishes alongside traditional fare, such as the legendary crispy pork knuckle, signature schnitzels and haus-made sausages.

Created by Urban Purveyor Group’s in-house creative team, the campaign includes an integrated campaign of outdoor, digital, experiential, print and social and showcases the playful nature and convivial atmosphere of the Bavarian Bier Cafés.

Urban Purveyor Group director of marketing Daniel Hopkirk said the idea behind the campaign was to draw comparisons and contrasts between the old and the new in a way that captured the imagination and drew a parallel with the new menu.

Classic v Modern 2 (2).jpegSays Hopkirk: “What we hope to do is give consumers a clear delineation between old and new without suggesting one is better than the other.

“What’s exciting is we will keep the menu items that are classics, which our customers have grown to love, but we have added a range of products that are fresh and slightly unexpected from our Bavarian Bier Cafés and will appeal to a broader audience.”

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