Chris little 

Our challenge was to position James Boag as a premium beer brand when the brand was seen as less premium than most international and craft beers. We did so by demonstrating that, when harnessed, Tasmania’s incredibly rugged environment actually gives rise to truly refined experiences.

 

We partnered with award winning chef James Viles to harness ingredients from some of Tasmania’s harshest environments and used his culinary expertise to transform them into refined, premium dishes for our Melbourne Cup guests to savour in a rugged yet refined dining room specially designed for the day.

 

We documented the story of James’s journey from Tasmania to the MCC by partnering with a specially selected group of social influencers who captured content of the adventure for their fan bases.

 

The elements don’t get much more ferocious than in Tasmania. But they can be tamed, and when they are, they become something to savour.

 

Results

1,649,488 total audience reached

82,100 total engagements

43,730,973 OTS (opportunity to see) across online titles

 

Credits

Bob McIntosh (ECD), Chris Little (CD), Jack Delmonte (AD), Hadleigh Sinclair (CW)