The 'My 25th Hour' sales and marketing campaign will begin with a series of events and collaborations with customers, experiences and festivals, supported by an online video series.
The idea came to fruition after it was revealed that three quarters of UK adults felt there were not enough hours in the day to complete meaningful activities and reach their goals.
Through inspirational content distributed via social media and nationwide events, the campaign seeks to motivate adults across the UK to find that ‘extra’ hour in the day to pursue their passions.
Beer Yoga events planned
Nationwide, during the next 12 months, consumers will be able to enjoy hundreds of 25th Hour events with a complimentary pint. A number of events are planned in pubs across the UK, the first of which will be Beer Yoga, the latest recreational craze taking the nation by storm.
The events will take place on 24 April at Tibits, Southwark, central London; and on 5 May at the Farm, Bristol.
Freedom has also created two videos to be released across digital platforms in the coming months. Each video focuses on an individual who finds time to explore their real passion in life, such as free diving and expressionist painting.
Reward for going 'the extra mile'
The brewery has also started a new initiative with SRA (Sustainable Restaurant Association) that rewards hospitality industry workers, who go the extra mile to accelerate the sustainability of their business.
Each month, from February to July 2018, Freedom Brewery will acknowledge the achievements of one SRA member, giving them the chance to choose from a number of Freedom Experiences, such as rock climbing or learning to surf.
The first winner, Carlos Gómez, bartender at London’s famed plant-based restaurant Farmacy has been announced as the inaugural beneficiary of the initiative. Gómez wanted to make the most out of his day by working out more so Freedom has assisted him by rewarding him with a gym membership.