Founders Brewing Co. and Trinity Brand Group Forge Stronger Partnership, Naming Trinity Agency of Record
Enhanced Collaboration for Omnichannel Marketing
In a strategic move to bolster its omnichannel marketing efforts, Founders Brewing Co., a prominent craft brewery in the United States, has appointed Trinity Brand Group as its Agency of Record. This elevated partnership builds on a successful year of collaboration between the two organizations, promising enhanced synergy between Trinity and Founders’ marketing and sales teams.
Building a Solid Brand Strategy Platform
The partnership between Founders and Trinity took root in 2023, when Founders, now under the umbrella of Spanish beverage conglomerate Mahou San Miguel, sought to establish a robust brand strategy platform for its flagship brand, All Day. Trinity’s expertise proved invaluable in developing innovative strategic tools, including an award-winning consumer segmentation study, a mindstate model, and an insights dashboard. These tools provided a solid foundation for a structured brand portfolio encompassing distinct brand positionings, roles, and key messaging.
A Strong and Trusted Partnership
The partnership between Founders and Trinity has flourished, fueled by strategic thinking, groundbreaking creative, and meticulously executed campaigns. This collaborative effort propelled Founders Brewing Co. and the All Day brand to record-breaking brand equity metrics in the latter half of 2023.
Testimonial from Founders’ Chief Marketing Officer
“Partnering with Trinity has yielded remarkable results, including a significant surge in sales growth and a substantial return on our marketing investments,” said Sandy Anaokar, Chief Marketing Officer at Mahou USA. “To further solidify our market position and authentically connect with our consumers, we sought a partner who deeply understands our consumers, the beverage alcohol industry, and our internal dynamics. Trinity’s expertise in bridging brand, creative, omnichannel, and sales functions has been instrumental in our success. Their mindstate segmentation work has been particularly valuable in shaping our innovation pipeline, guiding us towards untapped market opportunities aligned with our brewery’s capabilities.”
Launching New Campaigns and Innovations
As 2024 unfolds, the collaborative efforts of Founders and Trinity will focus on launching revamped All Day packaging accompanied by a compelling omnichannel campaign. Additionally, the partnership will encompass the development of groundbreaking innovations, including the release of the Mortal Bloom Hazy IPA brand. Trinity will continue to craft communications and omnichannel strategies while implementing consumer and trade marketing campaigns across digital and social media platforms for the entire Founders portfolio.
Statement from Trinity Brand Group’s Principal and Founding Partner
“We are thrilled to expand our partnership with Founders, transitioning into the role of their Agency of Record,” shared Matthew Youngblood, Principal and Founding Partner at Trinity Brand Group. “This elevation symbolizes the deep trust and shared commitment to success between our teams. We are dedicated to seamlessly creating and executing impactful campaigns that further differentiate Founders’ portfolio of brands, driving sales growth and maximizing return on investment.”
With Trinity Brand Group now at the helm of Founders’ omnichannel marketing efforts, the brewery is poised to strengthen its position in the competitive craft beer segment, captivating consumers with innovative campaigns and groundbreaking innovations.