• by Fern Siegel , Yesterday

Allagash Brewing Company wants to drive home its connection to Maine and its flagship wheat beer Allagash White. In 2026, it earned the gold medal from the World Beer Cup in the Belgian-Style Witbier category.

The “Naturally Occurring” campaign runs in Maine, Boston, Long Island, Richmond, Denver and Columbus, Ohio in CTV (Hulu, Paramount+ Discovery+), network streaming services (ABC, NBC, CBS, CNN), social on Instagram and Facebook, and various static and digital ads, such as YouTube.

Campfire handled media strategy. The brand produced creative in-house.

The campaign’s whimsical twist: a beer-pouring tap built directly into a tree log. Shot in Maine, it underscores the brand’s tag: “Citrusy, smooth. Tastes like it’s naturally occurring here in Maine. From Maine, with love.”

“Using custom research, sales data and media partner insights, we identified high-value segments, including craft beer drinkers, outdoor adventurers, food-and-drink explorers and soccer enthusiasts. We are complementing that audience strategy with contextual targeting across premium digital environments, reaching consumers as they engage with all relevant lifestyle content,” David Gogel, partner-head of strategy, Campfire, told Agency Daily.

“To help move consumers from awareness to action, we are also tailoring creative messaging throughout the campaign and using SmartCommerce measurement to understand how media exposure influences downstream actions like add-to-cart behavior,” he added.

Founded in 1995 by James Beard award-winner Rob Tod, Allagash Brewing Company is based in Portland, Maine. The brewery distributes its beer in 22 states and Washington, D.C.

Allagash is a transliteration from the original Penobscot word for “bark stream.” The Penobscot Tribe of Maine, an Indigenous people in North America, is from the Northeastern Woodlands region of the state.