For Rickard's retail holiday campaign, instead of placing a small gift in pack to incentivize purchase we proposed that money be redirected to local food banks.

Small packs would include small donations, while large packs would include larger donations. That way, consumers could get their favourite beer and feel good about doing something good for others around the holidays. It tastes good to give with Rickard's. 

Creative Director: Greg Long
Art Director / Copywriter: Brendan Watson