Establishing the model for a Canadian pub, Hudsons burst onto the bar scene in western Canada a decade ago. Since then, many copycats have waded into the new “canadian pub” market.
In late 2013, Hudsons hired Berlin to be its agency, developing the brand strategies for its 10 locations. Our first campaign was built to distinguish Hudsons from all the other “cheap drinks!” campaigns favored by other bars and pubs. Our creative defined the Canadian pub culture through the proprietors of more stereotypical pub cultures. Though it's sometimes hard to articulate, there is a model for the Canadian pub - and it's embodied in the party you find at any Hudsons. Sometimes it’s hard to see how unique we are, and as Canadians, we are particularly reticent to draw a hard line, or to vocally assert our uniqueness - so, we let others speak for us.