Hatch has been drafted in by non-alcoholic beer brand Mash Gang to build on its Death to Boring January campaign.
Given the press release’s Death to Boring PR headline, we’d half expected this news to delivered by drone, a flashmob or wrapped around a can of Mash Gang hurled at Prolific North HQ (by the way – please don’t!).
But email it is.
Leeds-based Hatch will be handling Mash Gang’s PR, experiential and content, promoting its “irreverent brand, fun and inclusive voice”, plus its “death to boring” attitude.
“I’m delighted to be working with Hatch, I’ve been a fan of many of their campaigns in recent years and they’ve already brought a creative spark to activations and PR that is quintessentially Mash Gang,” said Mike Baggs, founder at Mash Gang.
“Community and culture are the cornerstones of the way we work, and they not only understand that, but are building bigger and better things on the foundations we’ve built. I can’t wait to show the world what we’re currently scheming.”
The company has recently been acquired by non-alcoholic adult beverage company, DioniLife, as the British Beer and Pub Association found that a record-breaking 140m pints of no- and low-alcohol beer were sold in UK pubs last year.
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“I’ve been a huge fan of Mash Gang since trying my first sip back in lockdown. It’s a really exciting time for the brand since it was bought by DioniLife; they have huge plans for growth in the UK and internationally,” added Alex Halls, Senior Account Director at Hatch.
“We’ve hit the ground running already with a series of weird and wonderful Christmas and New Year activations in Brighton. Hatch and Mash Gang is a match made in heaven and we can’t wait to introduce Mash Gang – and its delicious beers – to as many people as possible.”
The aforementioned activation in Brighton promoted its Death to Boring January Campaign, with a funeral procession and wake, including the handing out of samples, a eulogy from founder Mike Baggs and a mysterious graveyard on Brighton Beach.
