The Challenge

Byron wanted to create serious noise on 1 April without undermining the brand they’d spent months building. The concept had to be playful enough to generate press and social traction – but credible enough that when they decided to actually produce and sell it, the campaign held up as a real product launch across stores and delivery platforms.

Our Solution

We designed the full campaign from the product out – bottles, OOH ads, stickers, and looping social teasers that walked the line between prank and plausible product. Tight art direction kept everything on-brand while the copy leaned into the joke. The creative was strong enough to launch as a genuine limited edition across all Byron restaurants and on Deliveroo and Uber Eats, not just a one-day stunt.

Impact

National press including Hello Magazine picked up the story. Pickle Beer launched across every Byron restaurant and through Deliveroo and Uber Eats – and sold out its entire run. Byron gained a measurable spike in social followers and footfall during launch week, driven by a product that began life as a joke and ended as a sell-out.