A worked example

One brief.
Twelve angles.
Pick yours.

Watch a single brief, Malt Coast in north Norfolk, pass through Adhouse end-to-end. Brief in, twelve angles out, three picked, one developed into six Meta-ready executions you pair with your own product photography.

Speculative work. Public-domain brand information only.

Step 01

The brief.

What Adhouse received.

Brand

Malt Coast

Sector

Norfolk craft beer

Context

Family farm in north Norfolk. We grow our own malting barley on the farm.

The brewery sits 200 metres from the field. We walk the malt across the yard.

We sell through the farm shop, local pubs, and the website. Premium craft pricing.

The category is loud: every brewery says farm-to-glass and most can't back it. We can.

The ask

“Find a platform that doesn't sound like every other craft brand. Use what only we have. The field, the walk, the smallness.”

Step 02

Twelve angles back.

Twelve different angles on the same brief. No ranking. Each one passes three quiet tests under the hood. Literally true, genuinely unique to Malt Coast, worth reading. Beyond that, we don't tell you which is best.

Idea 01
“This beer started 200 metres that way.”
Most craft brands fake provenance. This one is geographic fact.
Idea 02
“Closed today. Harvest.”
No big brewer would ever admit they close to cut barley. Owns the smallness.
Idea 03
“Our supply chain.”
"Supply chain" applied to a 200m walk is the zag.
Idea 04
“This is mostly what beer is.”
No craft brand leads with barley. They all lead with hops.
Idea 05
“The hops travel. The barley doesn't.”
Quiet, factual, ownable in one sentence.
Idea 06
“A brewery you can walk through.”
Tactile. Invites the visit. Real, not Instagrammable.
Idea 07
“Norfolk in a bottle. Literally.”
Geographic provenance with a double-meaning kicker.
Idea 08
“The smallest brewery worth knowing.”
Confidence + insider feeling. Sets up a club.
Idea 09
“Drink the field.”
Imperative. Direct. Almost spiritual. Three words.
Idea 10
“No middlemen. No malting houses.”
Defines by the absence. What they don't do is the proof.
Idea 11
“You won't find this in a supermarket.”
Owns the rarity. Implies status without saying premium.
Idea 12
“We grow what we brew.”
Plain statement of fact, deliberately understated.

Step 03

You pick the ones you'd run.

Imagine you're the Malt Coast founder. You scan the twelve, you feel which ones fit. These three pull at different angles. Provenance, education, and a three-word imperative. Any one of them could be the platform.

PickedIdea 01
“This beer started 200 metres that way.”
Most craft brands fake provenance. This one is geographic fact.
PickedIdea 04
“This is mostly what beer is.”
No craft brand leads with barley. They all lead with hops.
PickedIdea 09
“Drink the field.”
Imperative. Direct. Almost spiritual. Three words.

We'll develop the first one in full below.

Step 04

Six finished ads.

One idea, six executions. Each one a different angle on the same strategic thought. Each Meta-ready. Pair with your product photography and ship.

Execution 01
MC
Malt Coast
Sponsored
Most craft beer is grown somewhere you've never been. Ours grew on the farm we brew it on. The barley behind this bottle is the barley behind the fence. Most breweries can't say that. We can.
This beer started 200 metres that way.
MALTCOAST.CO.UK
Norfolk farm-grown beer.
Brewed where the barley grows.
Execution 02
MC
Malt Coast
Sponsored
Most breweries don't admit when they have to stop. We do. Late August, we're in the field cutting barley. Sales pause, the brewery shuts, and we're back when the grain's in. Small enough to need to.
We close for harvest.
MALTCOAST.CO.UK
Closed in late August.
Cutting our own barley. Brewing waits.
Execution 03
MC
Malt Coast
Sponsored
Most craft brewers buy their malted barley from a malting house. We do our own. The grain goes from our field, to our floor, to our brewhouse. Three buildings. One family. One farm.
No middlemen between field and bottle.
MALTCOAST.CO.UK
We malt our own.
Most craft brewers don't.
Execution 04
MC
Malt Coast
Sponsored
Field to brewhouse. Two hundred metres on foot, before the kettle's even up to temperature. The shortest supply chain in beer. We walked it this morning. We'll walk it tomorrow.
Two hundred metres. End to end.
MALTCOAST.CO.UK
Field to bottle, on one farm.
200 metres of supply chain.
Execution 05
MC
Malt Coast
Sponsored
Most 'craft' brands buy their malt from another county and their hops from another country. The barley in this can grew on this farm, last summer. We brewed it 200 metres away. That's the whole story.
Most craft beer isn't very craft.
MALTCOAST.CO.UK
Farm-to-glass. Literally.
Grown, malted and brewed in Norfolk.
Execution 06
MC
Malt Coast
Sponsored
Most drinkers don't. Most brewers couldn't tell you specifically either. The barley in this can grew in a field you can stand in. We can take you there. It's two hundred metres from where we brewed it.
Do you know where this came from?
MALTCOAST.CO.UK
We can show you the field.
Norfolk craft beer, grown on the farm.

That's the loop.

Brief in. Twelve angles out. You pick. We finish.

Make my ads →See more examples

First brief is free. No subscription.