Subaru Partners With River Cottage Australia For Foodie Spectacular

Subaru Partners With River Cottage Australia For Foodie Spectacular

Multi Channel Network (MCN) has partnered with Subaru to bring River Cottage Australia from the farm to the city, giving fans an opportunity to connect with the show in real-time, ahead of the season three launch on May 26.

The ‘River Cottage Australia on the Road with Subaru’ tour comprised a series of visits to food and wine festivals around Australia by the show’s host, Paul West. The campaign has been created by MCN’s Multiply Activations division to help both the show and partner, Subaru, connect with consumers beyond the TV screen.

MCN national director of multiply integration and content partnerships, Elizabeth Minogue, said: “There is a growing demand for viewers to have access to their favourite programs offline and beyond the screen, providing brands with a huge opportunity.

“For River Cottage Australia we wanted to create a campaign that could allow fans to interact and engage with the program organically and in a community focused environment that reflected the show. One key way to achieve this was by understanding the audience and then creating a way to bring the show to them in a real-life setting.”

The tour’s final event took place on Sunday 17 May at the Sydney Pyrmont Festival. Paul West set up a pop-up kitchen cooking delicious recipes utilising fresh seasonal produce from the Mudgee Region. There were  Subaru vehicles on display and a competition draw prize, which festival-goers could enter to win a weekend getaway to Mudgee, courtesy of Subaru.

Subaru general manager of Marketing, Andrew Caie, said: “River Cottage Australia has taken the farm from the screen to Pyrmont for Subaru and is a great example of making media you can touch and feel, and now even eat.  Now that’s a partnership to be proud of.”

 

 

Please login with linkedin to comment

Viacom International Media Networks

Latest News

Are Media Study: Beauty Influencers Remain Strong With Gen Zs But Sampling Is King
  • Marketing

Are Media Study: Beauty Influencers Remain Strong With Gen Zs But Sampling Is King

Influencers are a key factor in helping Generation Z make beauty purchases, but their influential power drops when it comes to all other women, Are Media’s first BEAUTYVOICES consumer survey has revealed. Sampling beauty products is the most successful form of marketing likely to drive purchase for all women aged 18 to 74, followed by […]

Chris Howatson’s Next Move Revealed
  • Advertising

Chris Howatson’s Next Move Revealed

B&T can confirm departing CHEP CEO Chris Howatson's next move here. Not that he's actually confirmed it to us.

by B&T Magazine

B&T Magazine
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
  • Media

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast

Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]