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

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]