Being part of a cluttered soft drink category, Carat’s client Bundaberg Brewed Drinks was looking to stand out across their key Summer sales period by defending not only their traditional Queensland market but also growing the southern markets of NSW and Victoria.
With domestic travel the only holiday opportunity, the campaign dialled up the Aussie heritage by moving into Australian platforms and content. The approach by Carat was centred around TV, defined as a COVID-proof environment that grew during lockdowns and provided flexibility.
The two platforms that would achieve this included Seven’s Summer of Cricket, where it aligned with the BBD moments of sharing, family and Australian. Also, for the first time, Bundaberg Brewed Drinks sponsored the Best and Fairest Segment where throughout the season, the commentary team voted and crowned a player of the match.
Secondly, Carat worked with Network 10 on a truly unique activation in The Amazing Race Australia which has been filmed 100% domestically in Australia for the first time. This platform provided an opportunity for deeper and meaningful integration.
In Monday’s episode of The Amazing Race Australia (1st March), the founder of Bundaberg Brewed Drinks, Cliff Fleming, will be involved in a bespoke, in-program challenge. This challenge, filmed in Queensland and home to the world-famous ginger beer manufacturing HQ, will see contestants take part in a ginger harvesting challenge to receive their next clue.
“The Bundaberg brand is steeped in tradition and an iconic Aussie staple for family get togethers. Changes in consumer habits during COVID have allowed us to follow a more intuitive way of building our media strategy. The storytelling creative alongside the more humanising media channels such as TV were the obvious combination for our Brand. We’ve seen more Aussies drink our product than ever in our history which is a defining moment for this family business,” said Penny Glasson, Head of Marketing at Bundaberg Brewed Drinks.
“Data driven approaches to our media strategy didn’t work during COVID because no one knew what was happening from day to day, let alone months in advance. The world was changing so quickly, and no report could give us the silver bullet on how to best plan ahead.”
“We focused on trying to get a read on how consumers behaviours were shifting and building our strategy around our intuition. We leant on the team to build a media plan that provided us flexibility but also gave us authentic storytelling opportunities,” she added.
“The business has outperformed the category during COVID which is one of the most competitive in the country. Australians are supporting Australian brands and for this we are so grateful. We’ve seen our business shift to 24/7 production capability to meet the increase in demand.”
Craig Cooper, Chief Investment Officer at Carat, added: “Overall TV has seen inflation in this past Summer, but clients like Bundaberg have strengthened partnerships and integration to provide them with effective media reach.”
“Partnerships are not only an important vehicle for brands to align authentically within high calibre content, but also allow a brand to transcend a more traditional spots and dots strategy,” he added.
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]