The Right Recipe: Investor Education Campaign

Millennial men are at the highest risk of making poor financial investments. Research shows
that Canadian millennials prefer more hands-on control when it comes to their investments and
are disinclined to work with a financial advisor or to take advice from a Crown corporation.
Duke took this information and turned it into a wonderfully funny campaign that became an
educational roadmap for DIY investor protection, with resources targeted specifically for this
audience. The campaign ultimately draws the audience to a trusted and unbiased resource for
investor information.
In our audience research, we drew the connection between millennial men, financial
investments, and craft beer enthusiasts. From this, the Brewmaster was born.
The campaign uses YouTube, TikTok and Twitter to promote a microsite
(https://www.therightrecipe.ca) and video series depicting an affable Brewmaster who has
learned the hard way that – just like in his craft – he should follow the right recipe when
building an investment portfolio.
Trendy investment patterns are described throughout the campaign’s narrative, including fad
investing, multi-level marketing schemes, influencer scams, and high-risk investment products.
Exploring these ultimately leads the Brewmaster to find The Right Recipe: the key messages for
smart financial investments and monetary protection. All creative assets for this campaign lead
to the https://www.therightrecipe.ca, which provides the information needed for all New
Brunswickers to make good investments.

RESULTS:
“The most successful campaign we’ve ever run” — FCNB.
30k+ views on YouTube.
Highest number of thorough watches across platforms - indicating that the Bresmaster was entertaining and educating the target audience.