• by Larissa Faw , March 2, 2015

D. G. Yuengling & Son, the oldest operating brewing company in the U.S., can arguably say it represents the American Dream. Established in 1829, the sixth-generation, family-owned business is one of the largest breweries by volume in the country and remains rooted in its Pottsville, Pennsylvania community. 

Now, the beer brand is leveraging this history as part of "Respect," an advertising campaign under its new agency Allen & Gerritsen (A&G). A&G, whose Philadelphia-based office will lead the account, replaces Harrisburg, PA-based Pavone. 

The concept celebrates the authentic and hard-working nature of those responsible for its continued success by showcasing archival photos and items from the company's vault in its advertisements. 

The centerpiece of this campaign, however, is a documentary video that delves into the unique backstory of the company. It will adapted for a number of media including TV, Web, print, and social media initiatives, as well as in sales and internal training. 

While the entire Respect campaign is aimed at both long-time fans and new drinkers, there is also a more Millennial-focused component that recognizes those who have been marked up with tattoos of the brand. This iteration will include creative and social media, as well as on- and off-premise promotions that will distribute branded merchandise and other giveaways. 

"We think of the loyal consumers, retailers, and distributors as an extension of our family and we're so thankful to all of them for helping us get where we are today," says Wendy Yuengling, chief administrative officer, Yuengling. "The Respect campaign is the perfect way to honor the legacy of Yuengling and our hardworking fans while also introducing new customers to the brand." 

The campaign launches in April in Pennsylvania and will extend to Yuengling's 18 state footprint, covering bars, restaurants, and retail primarily on the east coast. 

Yuengling first worked with A&G in 2012 to focus specifically on boosting sales in Philadelphia. Their city-wide Phillywide Lager Toast celebration, held on National Beer Drinkers’ Day on September 28, was deemed a success, raising sales and attracting massive media attention.