Lion Extends ‘Beer: The Beautiful Truth’ Campaign With Good Food Month Partnership

Lion Extends ‘Beer: The Beautiful Truth’ Campaign With Good Food Month Partnership

Lion has announced that its ‘Beer: the Beautiful Truth’ (BTBT) platform is partnering with Good Food Month in 2017 to showcase the versatility and vibrancy of beer together with food at arguably Australia’s best food festival.

Kicking off in March, Good Food Month has joined forces with BTBT in a three-year deal, which sees Lion become the official beer and cider sponsor, with exclusive ranging at the Night Noodle Markets in Canberra, Perth, Brisbane, Sydney and Melbourne.

Tanya Marler, marketing director for category, innovation and communication at Lion, said the partnership will give the alcohol giant the opportunity to showcase the versatility of beer and how it is the perfect partner at every food occasion.

“Whether it’s cutting through a spicy noodle dish at the Night Noodle Markets or pairing up with decadent chocolate dessert at the end of one of our featured events, we hope to showcase that beer belongs on the dinner table and in the consideration set for all food lovers in Australia,” she said.

“Good Food Month will help Lion, through our ‘Beer: the Beautiful Truth’ campaign to tell a story about beer to more than two million annual attendees.”

The BTBT platform kicked off in 2015 when Lion added nutrition information panels (NIPs) to bottles and cartons of its wholly-owned Australian beer portfolio, which included 887 million bottles.

Key messages from the campaign will be integrated with Good Food Month’s events, marketing and social channels.

Please login with linkedin to comment

BTBT Cloak & Dagger TGIF The Beautiful Truth transform awards

Latest News

Creative abstract web streaming media TV video service technology, multimedia business internet communication and cinema content production concept: 3D render illustration of modern curved smart television screen display monitor with endless walls of screens with color photos and colorful displays with different images on blue background
  • Media

Comscore And Samba TV Launch CTV Partnership In Australia

Comscore has today announced the expansion of its TV measurement footprint to Australia, driven by its partnership with Samba TV, the leading global provider of omniscreen advertising data and audience analytics. The new connected TV (CTV) measurement solution, launched last year in select European markets, has now reached this key market in the Asia-Pacific (APAC) […]

How To Win With Video Advertising In 2021
  • Partner Content

How To Win With Video Advertising In 2021

Here are must-read tips on how to win with video advertising. Sadly, no tips on today's horse racing at Eagle Farm.

Partner Content

by B&T Magazine

B&T Magazine
Think HQ Makes 18 New Hires
  • Media

Think HQ Makes 18 New Hires

Absolutely no one knows anyone else's name in the Think HQ office this week after agency announces 18 new hires.