In a category propped up by celebrity endorsements and hyperbolic promises of a better life, Mass Minority wanted to disrupt the traditional idea of marketing premium vodka by staying loyal to our hard-working farmer, rural Ontario heritage. 

The data indicated that millennials are looking for something real in a world full of deceit and mistrust. The agency's goal was to differentiate ourselves by speaking to a higher order that transcended vodka. The team didn’t want to rely solely on Beattie’s recent honour of being named World’s Best Vodka. They wanted the brand's voice to reflect its farm-crafted values, belief in hard work, commitment and getting the job done. Plain and simple. In a word, they wanted to stay honest.

This insight led  to the tagline “Honest to Goodness.” 

The personalities showcased are the real owners and workers of Beattie’s Distillers, not actors. The potatoes in the online spots are the same ones they’ve been growing on their farm for five generations. This narrative anchor allows the campaign to bring farm and product together, to genuinely show the value in an honest day’s work. 

Turns out, all that can lead to a pretty darn good vodka.