Bega’s flavoured milk brand, Masters, saw the return of its iconic Western Australian event over the weekend, with locals taking to the water at Hillary’s Boat Harbour in Perth, to race watercrafts made from Masters milk cartons.
The ‘Masters Milk Regatta’ this year partnered with SCA’s Mix 94.5 station – with Starcom overseeing media strategy, planning, and buying.
The popular event which ran throughout the 80s and 90s, provides the WA-made and Australian-owned milk brand with an opportunity to target new and lapsed local consumers.
Supporting activity included promotional segments by Mix 94.5’s breakfast team with weekly prizes, premium static OOH to drive mass awareness, sampling throughout Perth and an in-store promotion to drive sales.
The race, which was held on Saturday, saw the winning team VID KIDS GENi (main photo) take home a $5,000 cash prize.
“We know that WA consumers proudly support locally-made products,” said WA Masters Milk state sales manager, Kyle Nathan.
“We wanted to celebrate this with them by being a cheerleader for the state. What better way to do that than to bring back an event that has always been a favourite with the local community.”
Starcom’s Client Service Director, Anna Camuglia, said: many Western Australians “loved” the regatta and the Masters brand as kids.
“We wanted to recapture that excitement around the brand, and also partner with MIX 94.5 to help us create new memories and experiences for consumers,” he said.
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