13th March | Julia Pietro back

THE MAKING OF ‘THE NOTORIOUS P.I.E.’ WITH BROOKLYN BREWERY AND YARD SALE PIZZA

There are some projects that feel like a neat tick on a to-do list. And then there are the ones that quietly tap into your own history, take over your calendar, your camera roll, your group chats, and remind you why you wanted to work in culture-making in the first place. The Notorious P.I.E. was firmly the second for me. What started as early conversations around how we could inject Brooklyn Brewery into London’s foodie scene beyond the beer slowly evolved into a full-scale collaboration between Brooklyn Brewery UK and Yard Sale Pizza, London’s ultimate delivery pizza joint. A project that went much further than a limited-edition product: we created a genuinely multi-layered campaign that lived across food, drink, social, PR, events and culture. Here’s what went down from my POV, as a Senior Account Executive working on the project.

FROM BROOKLYN TO LONDON (WITH A DETOUR THROUGH NEW JERSEY)

You can’t talk pizza and me without talking about the four years I spent in New Jersey for university. Most weekends were split between Brooklyn and Manhattan, and almost always ended with pizza. If you know, you know. Every proper NYC pizza shop has that little shaker set on the counter: oregano, chilli flakes, parmesan, garlic powder. So when flavour conversations began with Garrett Oliver, Brooklyn Brewery’s Brewmaster, and the Yard Sale team, that familiar reference naturally came up. Not as something new to invent, but as something deeply ingrained in New York’s pizza culture. Garrett immediately connected with it, and it became part of a broader discussion about how to ground the pizza in something authentic, recognisable and unmistakably Brooklyn. From there, the flavours took shape quickly. Inspired by classic vodka sauce, the base brought rich, saucy depth, layered with fior di latte mozzarella and bold chorizo, then finished with fresh basil and that essential NYC sprinkle of parmesan, oregano and chilli flakes. A veggie version sat alongside it, using the same vodka-style base and seasoning, topped with romano and peppadew peppers inspired by the kind Garrett grows in his own garden. Both pizzas felt like a genuine mash-up of London and New York, shaped by Garrett’s favourite flavour cues and built to be eaten with a crisp, flavourful Brooklyn Brewery beer in hand. I was lucky enough to be in the room for initial tastings too, watching an idea move from conversation to actual slice crafted by Yard Sale Pizza’s head chef and pizzaiolo Paolo. There’s something surreal about that moment, when something abstract suddenly becomes very real, and absurdly delicious.

NAMING IT INTO CULTURE

Then came the name. Brooklyn calls pizza a “pie”. Brooklyn gave the world Biggie. And suddenly ‘The Notorious P.I.E.’ gained life thanks to Georgia, our Associate Creative Director. The name unlocked everything else. The pizza box became a statement piece beyond packaging: the design nodded to Brooklyn’s cinematic history, traditional slice shops and the iconic Brooklyn Bridge I’d walked across many times, romanticising life as does every 20-something in New York City. Every touchpoint felt intentional and rooted in the borough’s influence. It was about letting Brooklyn Brewery exist naturally in a space it already belonged.

ON THE GROUND: SHOOTS, SLICES AND SOCIAL

This campaign was always designed to live beyond the feed. We were on the ground for promo shoots, tastings, and the launch moment itself. A proper pizza party at Howl at the Moon. Suddenly I was handing out free slices and tokens for cold beers, and slowly what started a quiet evening at the pub became a packed bar with queues outside, despite the rain (it’s London after-all). The kind of atmosphere that reminds you why you do this in the first place. That night became a content engine. Vox pops with Snake Denton, people genuinely excited to be there, pizza boxes, pints – and pub dogs – popping up across Instagram Stories before we’d even wrapped. It set the tone for everything that followed. Influencers creating buzz on social with over 80% of gifted creators posting content organically. One social collab alone, with London meme powerhouse Socks House Meeting, reached over 1.7 million people, showing just how far the story travelled. From there, the collaboration rolled out seamlessly. Influencer gifting, a pizza-making and beer-tasting masterclass hosted by Yard Sale Pizza with Garrett Oliver in London, and a PR sell-in that helped the story travel further. Social collabs, meme-led content, lo-fi clips and higher-production storytelling all worked together to bring the partnership to life. Each element fed into the next, creating a natural synergy between Brooklyn Brewery and Yard Sale Pizza. The Brooklyn Brewery bundle quickly became a Yard Sale Pizza best-seller – with The Notorious P.I.E. exceeding sales expectations and becoming a collab to remember.

WHAT THIS KIND OF WORK REALLY TAKES

I think The Notorious P.I.E. worked because it respected the ecosystem it entered. Food culture, social culture, London’s pizza scene and Brooklyn’s heritage. It showed up in a way that felt natural. But for me, it was more than a strong campaign. It felt full circle. Hearing Garrett talk about flavours of home while thinking about my own years between New Jersey and Brooklyn, with evenings fuelled by Brooklyn beers (my favourite was always the Bel Air Sour). Watching people queue in the rain for pints, and slices we’d helped bring to life. That’s the part I’m proudest of. Not just the reach or the sell-out bundles, but the real-life moments, people holding a slice, sipping a pint, laughing with friends. It reminds us that what we do is striving to build something that belongs. And this one genuinely did. This collaboration started as an idea and ended with real people holding and tasting authentically delicious products and asking when it would be back. That’s always the goal. Want to bring your brand to life with memorable campaigns? Give us a shout.

6th November | Julia Pietro back

SO… GEN Z IS DRINKING AGAIN?

If you’re part of the food and drinks universe, you’ll know that there’s been a lot of talk over the past few years about Gen Z turning away from alcohol and the rise of no & low. And for good reason…it’s true. Drinking dropped, and a more mindful, selective culture took its place. But now, a new wave of headlines is rolling in. Gen Z is drinking again! According to the IWSR, 76% of Gen Z who are of legal-drinking-age in the UK have consumed alcohol in the past six months, a noticeable increase from previous years. As Shay Waterworth points out in Drinks International, this isn’t about Gen Z suddenly drinking more than anyone else – it’s about participation rates normalising with the wider population, while the real story lies in how moderation looks today. I’m a “Zillennial” (cringe), somewhere between the French-tuck-loving millennials and the pickle-obsessed Gen Z crew. And I can say, honestly, it makes sense. There are nights when I want a fun cocktail with friends, and nights when the idea of drinking feels completely off. Both things can be true. They often are.

It’s not a reversal. It’s a shift.

And honestly, that makes sense. A lot of what’s been written off as “Gen Z being different” is actually just about life stage and our exposure to this reality through social media and the media in general. As Olly Wehring notes in Global Drinks Intel, it’s less a generational crisis and more about the fact that so many of us are still early in our careers, living with parents or in tiny overpriced city flat shares, and navigating tighter budgets. That naturally changes how, when, and what we drink. So, the idea that Gen Z is “drinking again” is just a quiet shift towards balance. 20-somethings aren’t ditching sobriety, they’re giving themselves options. This is the bit that feels most relevant from where I sit. When we go out, we’re not thinking in strict lines like “I only drink X” or “I’m sober now.” It’s more fluid than that. Low & no drinks are still part of everyday life – just more integrated and less labelled. Whether it’s Brooklyn Brewery’s Special Effects IPA with a burger on a weeknight, JARR Kombucha at a picnic or in a mocktail, or a fizzy drink for the pure joy of it, low & no drinks are sticking around. They’ve become part of the social mix, just like any other drink. But alongside them, alcohol is back in rotation. Not in a big, chaotic way, but in a more balanced, thoughtful one.

But… what is Gen Z drinking?

Among friends, it’s a bit of everything. We’re still ordering pints – but often they’re fruitier, lighter and more sessionable, like a Brooklyn Brewery’s Playa de Brooklyn. Canned cocktails are also a staple, especially Funkin’s Blue Raspberry Martini or Havana Club Tropical Mojitos for pre-drinks, or anything new that’s popped up on TikTok like BuzzBalls. We’re also seeing frozen drinks at festivals again, highballs at rooftop bars, and colourful cocktails popping up on IG stories. And if one person’s doing a sober month, no one really makes a thing of it – they just bring their own low-alc bevvy, or sip something fun like a flavoured sparkling water without fuss. On social, you’ll see people like @tobvymakesdrinks or @cripandip showing off their drink du jour – whether that’s a matcha cocktail paired with carbs (which are so in – check out our blog post on this here), or an experimental wild garlic martini in the backyard. There’s a mix of DIY cocktails and bar culture, with a real lean into aesthetics: the glassware, the garnish, the setting. To us, it’s all about VIBES

But why are we suddenly drinking again?

It seems to be a mix of things: a little more disposable income as more of us enter full-time work, a desire to make nights out feel a bit more celebratory, and a shift away from labels and extremes. As Melita Kiely points out in The Spirits Business, moderation isn’t just a Gen Z thing – it’s a long-term factor across all age groups. But naturally, as more of us step into full-time work, drinking creeps up too… just like it did for Millennials. After work drinks anyone? There’s also an emphasis on flavour. Colourful, nostalgic, convenient. We’re drawn to drinks that feel fun and suit the moment. Not necessarily high-end or high-ABV – just enjoyable. Something with a bit of personality, that feels social and intentional. But what stands out most is the openness. It’s okay to drink. It’s okay not to. And both choices feel equally valid, period.

It’s not all that deep. But it is a bit different.

If there’s one thing all fonts of Gen Z humans have in common, it’s that we’re all about balance and boundaries. No & low is not going anywhere, it’s just no longer the full story when it comes to Gen Z’s top choices. It’s one piece of a broader, more flexible picture. One where the drink you reach for depends on the night, the mood, and the people you’re with. And right now? That is so okay. Want to stay on top of cultural shifts like this? At R&T we help brands cut through the noise to understand what consumers are really drinking – and why. Get in touch if you’d like to chat.

29th November | Julia Pietro back

GEN ALPHA IS ENTERING THE WORKFORCE: HOW AGENCIES CAN PREPARE FOR A NEW WAVE OF COLLEAGUES

As agencies are still finding their feet with Gen Z’s unique contributions, it’s time to gear up for the next big wave – Gen Alpha. Born between 2010 and 2024, this group is beginning to enter the workforce, starting with work experience and internship roles. As the most digitally native generation yet, they bring a fresh set of expectations, values, and working styles that agencies will need to adapt to. For agencies like Richmond & Towers, which is 100% employee-owned and B-Corp, it’s an exciting but challenging opportunity to learn, grow, exchange and evolve with this new wave of talent.

Digital Fluency Like Never Before

Gen Alpha is immersed in technology in ways even millennials and Gen Z weren’t. From a young age, they’ve been using smartphones, AI, and digital platforms, meaning that this generation will be the most tech-savvy yet. UK-based data from Tech London Advocates reveals that Gen Alpha’s fluency in technology will be crucial as they enter tech-driven environments. For agencies, this means embracing new tools and platforms to meet Gen Alpha’s expectations. Whether through AI-powered creative tools (I have another article on this for you here), automation, or collaborative digital workspaces – investing in the right technology will help agencies adapt.

Values-Driven Culture

Gen Alpha is expected to be even more value-driven than their Gen Z predecessors, with sustainability and social justice being top priorities. A Deloitte UK study highlights that younger generations in the UK are increasingly conscious of ethical and sustainable practices, and this will likely drive their decisions on where to work and which brands to support. Agencies that have already built their foundations on ethical practices—whether through B-Corp and Employee-Owned certifications or strong commitments to social responsibility—are in a prime position to attract this new wave of talent. Mental health and well-being training will also be key, as Gen Alpha will expect a work environment that supports work-life balance.

New Ways of Learning

Gen Alpha’s education has been largely shaped by technology, with many exposed to interactive and fast-paced digital learning environments. A report from the British Educational Suppliers Association suggests that UK students are increasingly engaged with tech-driven education platforms, and this will influence their expectations when it comes to workplace learning. Agencies should be prepared to provide dynamic, interactive training opportunities – and staying up to date is just the beginning. Whether it’s self-paced learning modules or collaborative, project-based experiences, Gen Alpha will thrive in environments where they can take charge of their own learning. We’ve found that introducing digital tools into our onboarding and training processes here at Richmond & Towers has benefitted both new joiners and existing team members, keeping everyone engaged and up to speed.

Workplace Communication: More Casual, More Digital

When it comes to communication, Gen Alpha is likely to favour informal, digital-first methods. Raised in an era of instant messaging, TikTok, and memes, they’ll bring a more casual style to workplace interactions. According to a Pew Research report, younger generations are increasingly blending personal and professional communication styles, something agencies might consider. We’ve already seen the benefits of adopting more flexible communication methods within our agency, using tools like Teams and other digital platforms (as an early Gen-Zedder with strong millennial tendencies, I personally LOVE Trello) to keep things quick, transparent, and informal. It creates an agile and responsive environment that aligns well with how Gen Alpha is likely to operate.

Preparing for the New Wave

The arrival of Gen Alpha is an opportunity for agencies to rethink how they work, communicate, and support their teams. While we’re still getting to grips with the impact of Gen Z, Gen Alpha promises to bring even more transformation. By being flexible, values-driven, and tech-forward, agencies can ensure they’re ready for this next wave of talent—and the fresh perspectives they’ll bring. { "@context": "https://schema.org", "@type": "HowTo", "name": "How Agencies Can Prepare for Gen Alpha in the Workforce", "description": "A guide for agencies on adapting to the arrival of Gen Alpha in the workforce, focusing on technology, values, learning styles, and communication.", "image": "https://rtc.london/wp-content/uploads/2024/11/Picture1-1024x682.jpg", "totalTime": "PT10M", "estimatedCost": { "@type": "MonetaryAmount", "currency": "GBP", "value": "Varies" }, "supply": [ { "@type": "HowToSupply", "name": "Tech-Driven Workspaces" }, { "@type": "HowToSupply", "name": "Sustainability & Social Responsibility Policies" }, { "@type": "HowToSupply", "name": "Flexible Learning and Training Programs" } ], "tool": [ { "@type": "HowToTool", "name": "AI-Powered Creative & Automation Tools" }, { "@type": "HowToTool", "name": "Digital Collaboration Platforms (e.g., Teams, Trello)" } ], "step": [ { "@type": "HowToStep", "name": "Embrace Digital Fluency", "text": "Gen Alpha is the most tech-savvy generation yet. Agencies should invest in AI-powered tools, automation, and collaborative digital workspaces to align with their expectations." }, { "@type": "HowToStep", "name": "Create a Values-Driven Culture", "text": "Sustainability, social justice, and well-being are top priorities for Gen Alpha. Agencies should reinforce ethical business practices, mental health support, and work-life balance." }, { "@type": "HowToStep", "name": "Implement New Learning Methods", "text": "Gen Alpha thrives in tech-driven learning environments. Agencies should offer interactive training, self-paced learning modules, and project-based experiences." }, { "@type": "HowToStep", "name": "Adapt to Casual, Digital-First Communication", "text": "Gen Alpha prefers informal, digital communication methods such as instant messaging and collaborative platforms. Agencies should integrate more flexible, transparent communication styles." }, { "@type": "HowToStep", "name": "Prepare for a More Agile Workforce", "text": "The arrival of Gen Alpha presents an opportunity to rethink workplace structures, making them more flexible, inclusive, and future-focused." } ] }   Julia PietroA cool cat from Brazil, Julia is an engine room that brings social strategies to life and puts PR campaigns on people’s radars. When not drafting killer copy or landing top-tier coverage, catch her unwinding in museums, parks, or the local coffee joint – her camera roll is testament to this.