Summary:

Surdyk’s is a single-location, liquor and cheese shop based in Minneapolis.  It has been a destination for wine and liquor enthusiasts in the Midwest since 1934.  With Total Wine’s entry into Minnesota, and with grocery stores being allowed to sell liquor, it is threatened.

To solidify Surdyk’s position as local leader, we created Minnesota by the Drop, a content marketing campaign that highlights local brewers and distillers.  60% of Star Tribune readers for more positive about Surdyk’s after reading the campaign. 

Objectives:

»Improve Surdyk’s brand perception

»Solidify Surdyk’s position as a local destination for wine and liquor enthusiasts  

Strategy:

Run a content marketing campaign in which Surdyk’s highlights local brewers and distillers and features a unique cocktail that can be made with the product.  Our goal was to connect Surdyk’s with popular, local liquor crafters and to show off their expertise as mixologists.

Results:

• 55% of readers found this ad appealing

• 56% of readers said that the ad offered new information about Surdyk’s

• 67% of readers said that the ad was easy to understand

• 60% of readers said they felt more positive about Surdyk’s after reading the ad

• 18% of readers said they would visit Surdyk’s as a result of seeing this ad

• 4:55 on Surdyk’s digital article page