Yards Brewing Company has come a long way from its humble beginnings in a little garage in Manayunk, and now proud to be Philadelphia’s most beloved hometown beer. To reinforce Yards deep roots in Philadelphia, Nucleus developed the “Made By Phila” brand platform in early 2022. The effort pays homage to what it means to be a true Philadelphian. Further amplifying the brand platform, we partnered with Philadelphia baseball star Kyle Schwarber, a personality who captures the true essence of the hard working Philadelphia spirit. Kyle was named brand ambassador for Yards Philly Standard brand family, Philly’s favorite tailgate beer.
The campaign, “Schwarber’s Standard,” showcases Kyle’s unique and relatable personality while embodying the true essence of what it means to be a Philadelphian. Through a comprehensive media strategy leveraging paid media, owned social media channels, and a dedicated PR effort with the help of our sister agency Red Thread PR, the campaign generated significant awareness for Philly Standard and the partnership.
To add even more excitement, Yards Brewing Company is offering a special Philly Standard promotion to fans. Every time Kyle hits a home run, anyone who downloads the Yards app will receive a complimentary Philly Standard at Yards taproom or 20 regional participating bars. When Kyle goes Yard, you get a Yards!
The partnership between Yards Brewing Company and Kyle Schwarber, two Philly icons, has been a huge success, with awareness, engagement and beer sales all on the rise.