• by Larissa Faw , April 11, 2017

Iron Hill Brewery & Restaurant Group is naming Smith Brothers Agency as its first AOR following a competitive review.

Smith Brothers will create in-store materials, advertising campaigns, promotional programs and a new website for the 12-location dining chain operating in Delaware, Pennsylvania and New Jersey. In addition, the agency will be tasked with developing new packaging design for Iron Hill’s limited-edition line of canned beers, which are available for purchase at all restaurant locations.

First up, the agency is working from “the inside out” with Iron Hill’s marketing team to "authentically deliver the hand crafted nature of Iron Hill's food and beer in the look and feel of all brand elements," says Michael Bollinger, president, Smith Brothers Agency. The creative direction will stem from the unique “upscale casual" Iron Hill concept, such as the "pairing of equally well-crafted food and beer," he says. Their first collaboration is set to launch in 2Q 2017.

This partnership comes as Iron Hill undertakes a major expansion over the next five years, opening new restaurants in the greater Philadelphia market as well as several cities along the East Coast. Founder Kevin Finn says the goal is to “continue to open about one new location a year until we reach 20 restaurants. We want to keep a footprint within 100 miles of Wilmington." 

Currently the restaurant group generates $35 million a year in revenue, though at this time, there are no plans to franchise, go public or sell their brews at retail. The "main focus" is "finding good locations and good managers."

"Iron Hill is a dramatically different restaurant experience, with beer brewed on-site at each restaurant, mere feet from your table," says Bollinger. "We're thrilled to help Iron Hill remind their longtime fans what make this brand so special, as well as invite new customers to experience this difference firsthand."