COVID-19 Case Study :
Look For the Helpers
When you’re in the business of sending folks to bars, brewpubs, and restaurants, the last thing you want is a global pandemic effectively shuttering every gathering place on Earth. (Well, the Karens of the world had their moment when that Dallas salon stayed open. But other than that ...)
So when stay-at-home orders and restaurant closures put an end to our affinity for high-fives (for the moment, anyway), we did what we do best: we support our community. Here's one way we got to work doing just that.
Look for the Helpers
Mr. Rogers famously said, “When I was a boy and I would see scary things in the news, my mother would say to me, ‘Look for the helpers. You will always find people who are helping.’”
So when the COVID-19 pandemic came to Southwest Washington earlier this spring, members of the Northbank Brewers Alliance took the message to heart: Thirty member breweries decided to team up, brew and can a classic Northwest IPA, sell four-packs at their respective brewpubs—and donate the proceeds to stressed-out food banks throughout the region.
In all, a few dozen cases were sent to breweries throughout Southwest Washington, with most selling out by the end of release day. And, most importantly, we got to help five food banks struggling under the weight of the COVID-19 pandemic.
The Team
We couldn’t have been happier to support such a worthy cause. Everyone on our flight crew played an important role in bringing this release to life—and getting the word out. Here’s how:
● Ashley Jhaveri designed the can, Facebook cover photo, and poster—and implemented the word search game on the label (literally encouraging drinkers to “look for the helpers”) and took charge on label ordering from Innovative Labeling Solutions.
● Michael Perozzo spearheaded the naming convention and game concept, helped with social media implementation, and took on project management duties.
● Andrew Cooper and Will Smith led the way on social media implementation.
● Matt Wastradowski helped with public relations—conducting interviews, writing a press release, and writing an article for the The New School beer blog.
The Helpers
We’d be remiss if we didn’t give special thanks to Jason Bos, Justin Leigh, and the leadership of the Northbank Brewers Alliance for their work in pulling this project together. Thanks to Backwoods Brewing Company for brewing the beer and managing logistics for all 30 breweries to have the chance to get the beer to offer in their taprooms.
