A lab-coated Ein Stein reinvents craft beer for Urban Purveyor Group in its latest campaign
Urban Purveyor Group has taken a refreshing new direction with its latest campaign to support the launch of a haus-brewed range of craft beers across its Bavarian Bier Cafés and Munich Brauhaus, which are complemented by a new menu of hand-crafted burgers, hotdogs and salads.
Launched today the campaign was developed to work alongside the evolution of the Bavarian Bier Cafés, which are having a refreshing makeover: they’ll be lighter, brighter and an even more enticing destination.
Urban Purveyor Group’s in-house team led the creative direction of the campaign, which features an affable, German-accented genius dubbed Ein Stein, who is the brains behind the crafty new direction.
The white-haired, lab-coated Ein Stein is captured mid-invention reinventing craft beer the Bavarian way and bringing innovative new menu ideas to life through a series of humorous experiments and ‘lightbulb moments’.
“Add hops, carry the bacon, multiply the cheese, divide by the power of beef … wait a minute, burger me, I’ve done it! A craft beer with a burger – crafty eh!” he says of his idea to pair craft beers with burgers.
Another catchphrase of Ein Stein’s is “4 beers on a paddle – crafty ja?” which explains the 
Crafty Bavarian beer flight of 150ml tasters of each new brew, while “Bavarians doing low carb – crafty ja?” illustrates a low carb beer called Blonde Moment which is part of the new line-up and pairs perfectly with a protein packed craft salad – or as Ein Stein describes it: “a burger minus the bun!”
The integrated campaign comprises an up-scaled outdoor component, as well as digital, print, radio, social media and content marketing. Videos that capture Ein Stein’s experiments are a novel element. Short films were shot on location.
Says Alicia Novello, group digital and creative director: “This is the first time we’ve developed such a large, campaign in-house. We wanted to do something that was new and fresh and aligned with the evolution of the brand as well as the exciting craft beer and food offerings across our Bavarian venues.
“Our character Ein Stein captures the fun-loving nature of our Bavarian restaurants and bars and epitomises the creative forces of our in-house beverage and culinary teams.”
Dan Hilburn Photography and Ear Drum supported the creative campaign.
Agency: Internal – Urban Purveyor Group
Creative Director: Alicia Novello
Audio & Scripts: Eardrum
Video and Photography: Dan Hilburn Photography