Boundary Road Brewery launched the 2014 Beer Census two weeks ago, in which participants are asked about their beer drinking habits. With questions such as “Where does beer taste best?” the census asks legitimate questions with a bit of humour.
The campaign via Barnes, Catmur & Friends has received 11,000 online entries so far with participants hoping to win the cash prize of $1000.
Partner Paul Catmur says the marketing stunt was designed to be a light-hearted questionnaire when all the newswires are following politics.
“We wanted to do something neutral that didn’t get involved in politics. It’s a chance to get an informal view on the drinking public and see what people like.”
The online campaign was run through Facebook, banner ads and direct emails but Mr Catmur says he has received 120 postal entries.
“We kind of did the postal thing as a joke but people would just cut it out stick a stamp on it and post it.”
Meanwhile, Lion took advantage of Father’s Day last weekend with a calligram in the shape of a beer glass.
The Speights ad, created by DDB, ran in the Otago Daily Times and highlighted the typical milestones in a father-son relationship.
DDB creative Adam Thompson says: “This Father’s Day Speight’s reminded guys to have a beer with the old man. For everything you’ve put him through.”
Campbell Gibson for NBR Food Industry Week
Fri, 19 Sep 2014
Fri, 19 Sep 2014
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