09/24/2018
Even though it never became an annual tradition, I've always looked back at Upstreet's first Gravedigger release as one of my favourite marketing experiments. Dropping a 400lb pumpkin from a crane is the kind of thing that can only happen when business owners are willing to get behind a ridiculous idea.
The goal was to create buzz and novelty is often a reliable way to achieve that goal. Doing something that has never been done before helps to pique people's interest, but the downside of trying something new is that there are no instruction manuals and you have to be prepared to think on your feet, make some mistakes, and not take yourself too seriously.
The silly stunt managed to get national media attention, attract a lineup of people waiting to try their new pumpkin beer, and make a huge mess of their parking lot.
Upstreet Craft Brewing decided to celebrate Thanksgiving, a new pumpkin beer and a food drive for the local food bank in a unique way.
