Philadelphia, PA – Yards Brewing Company, a Philadelphia-based regional craft brewery established in 1994, has launched a new campaign called Summer in Our Backyard. This 360° campaign will run from Memorial Day Weekend through Labor Day Weekend and will celebrate all things summer in Philly.
The campaign’s mantra reminds us, “We don’t have to go far to get away, to get together, to have the time of our lives, right here in our backyard.” Think tailgates at the ballpark, BBQs on the deck, beer gardens, and weekends down the Shore. Think Wiffle Ball, sprinklers, corn hole and Philly Pale Ale.
Summer in Our Backyard kicks off with a video titled, Swing for the Benches. Yards Founder, President and Brewmaster, Tom Kehoe, explains, “It’s not about guts and glory. It’s about getting back to the bench as quickly as possible. That’s where the beer is. It’s where everybody’s sitting around spittin’ seeds and ragging on each other.” He adds, “That’s what this campaign is all about. You don’t have to try too hard or go far away to have a memorable summer. It’s all right here.” Shot at Edward O’Malley field in South Philadelphia with an entirely Yards cast, Swing for the Benches is Yards’ official good-time anthem for the summer.
The second phase of Summer in Our Backyard features custom Yards corn hole sets wrapped in Philly Pale Ale and Brawler imagery. The brewery will host five corn hole tournaments at beer gardens throughout Philadelphia, with winners receiving tickets to Phillies games and entry in Yards’ #BackyardSummer Photo Contest.
The accompanying social media contest will ask fans to submit photos of what a #BackyardSummer means to them. Voters will choose one grand prize winner, to receive over $1500 in backyard necessities like a Weber gas grill, Coleman cooler, Adirondack chairs, tons of games including a custom Yards corn hole set and more. Several runners-up will each receive custom Yards corn hole sets.
Yards has secured additional advertising via YouTube, CSNphilly.com, an illuminated billboard (at 7th and Market), commercial spots during Philadelphia Phillies’ broadcasts and an old-school airplane banner to be flown along South Jersey shore points.
“We want Philadelphians to think local when making their summer plans,” says Yards COO, Trevor Prichett. “Or don’t bother making plans at all. We’re having a blast right here in the city, so why go? Our summer campaign helps folks do just that – stay local and have fun here in our backyard.”
Summer in Our Backyard is the latest initiative from Yards to communicate their Brew Unto Others mission. Brew Unto Others reflects Yards’ commitment to quality, community and sustainability. It’s also a call-to-action. Yards encourages people to get together, grab some beers and #BrewUntoOthers every day.
Yards Brewing Company partnered with EVERYBODY, a full service brand and creative collective based in Philadelphia to develop Swing for the Benches. To learn more about the services EVERYBODY provides, visit everybodybrands.com.