The Challenge

As part of my ongoing work with Byron, I was asked to lead the marketing campaign for their April Fools’ product: Pickle Beer. The brief needed a careful balance – playful enough to generate press and social buzz for a joke product, but credible enough to launch as a real limited edition across stores and delivery platforms.

My Solution

I designed the campaign from the product outward, including packaging, print and digital ads, and social content that played on the line between prank and genuine product launch. Keeping the art direction tight and on-brand meant the joke could land without undermining the wider Byron identity, while allowing for a real launch campaign.

Impact

The campaign was picked up widely by national press, with the limited edition Pickle Beer going on to sell out across all Byron stores and delivery platforms. Due to the success of the campaign, Byron extended it’s run of Pickle Beer to meet unexpected demand.