Big Rock Brewery Income Trust

Big Rock Brewery Income Trust

Big Rock Eddies

Big Rock Eddies

January 26, 2010 08:00 ET


2009 Eddie winner heads up design for this year's Big Rock Eddies advertising

CALGARY, ALBERTA--(Marketwire - Jan. 26, 2010) -

Editors' Note: There are three photos associated with this release

Big Rock Brewery Income Trust (TSX:BR.UN) In 1993 Ed McNally challenged friends of Big Rock to create their best beer commercials. Then he hosted a small private party at the Uptown Theater in downtown Calgary to preview them all. He had no idea the event would get so much attention and build the cult-like following that it has. The original thought was simple and genuine, "Who better to make Big Rock beer commercials than those who know and love our beer?"

This year when it came time to talk about the Eddies event the Communications team enlisted past winner Brent Ellerson. After all, "Who better to make the ads than someone who knows and loves Big Rock -- and the Eddies?"

Ellerson saw the Eddies as a great way to generate exposure for the design industry and as an opportunity to work with his friends to make a beer commercial. Subsequently, he has taken home three Eddie awards and a bucket load of cash over the past two years.

He remembers last year's win affectionately, "After finding out I was a finalist I decided (last minute) to fly from Toronto to Calgary. I had no expectations except that I would have a great time networking with like-minded, artistic and spirited Big Rock supporters. It was a pivotal moment for me: I started a great relationship with Big Rock and super charged my design career. To top it off having my name called as the Print Ad winner made it a truly unforgettable night!"

The inspiration for this year's Eddies campaign came from legendary Monty Python posters; the execution was conducive to layering all the parts of the Eddies experience: the creative process, prize money, red carpet glamour, Hollywood-worthy after party and tasty Big Rock beer.

The Eddies Call for Submissions phase, which is already under way, will run across Canada until the deadline of March 31, 2010. Beer loves are encouraged to submit their best beer commercial. Top prizes (including two student awards) will be announced at the main event in Calgary on June 7, 2010.

From April until June the campaign will transition into regional event marketing in participating cities: Calgary, Edmonton, Vancouver and Toronto.

Advertising efforts will include bathroom ads, print and online, posters and coasters, classified ads and a combination of public relationships efforts.

About Big Rock Brewery

Big Rock Brewery donates all proceeds from the Calgary Eddies to the One Yellow Rabbit Performance Theatre, the Calgary Women's Emergency Shelter and the EPCOR CENTRE for the Performing Arts.

Big Rock - headquartered in Calgary, Alberta - continues to produce premium, all-natural craft beers. As Canada's leading craft brewer Big Rock Brewery boasts a family of eleven exceptional ales and lagers, Rock Creek dry apple cider as well as an ongoing selection of seasonal beers. Big Rock products are sold in nine provinces and three territories in Canada and, oddly enough, they are also available in Korea.

For more information on Big Rock Brewery visit

About Ellevator

Ellevator takes brands to the next level. This new Ontario-based creative shop has the flexibility to work with clients across North America and the insight and experience to deliver integrated marketing and advertising solutions that help grow small to mid sized business without the costly structure of a traditional marketing agency. Going up?

To view the first photo (2010 Eddies Call for Submissions Poster) associated with this release, please click the following link:

To view the second photo (2010 Eddies Call for Submissions Coaster) associated with this release, please click the following link:

To view the third photo (Brent Ellerson: 2009 Eddies Print Ad Winner) associated with this release, please click the following link:

Subscribe to the Big Rock Eddies channel on youtube; watch some of the past winners to help you find your inspiration:

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