Monteith’s has launched a new campaign via Colenso BBDO that encourages Kiwis to look beyond their local.
‘Support local’. Kiwis have heard that quite a bit recently, and while it’s a great notion, what about the local beyond yours? And then the local beyond that local?
The problem with staying too local is that many further afield Kiwi businesses rely heavily on visitors to survive, and these are some of the most special places in the country. With international visitor numbers plummeting this year due to travel restrictions, Monteith’s has brewed a new beer, appropriately named Monteith’s Wayfarer Pilsner, and is launching a campaign to encourage people to explore these locations.
Kicking off with a NZ Herald front page wrap, the work is supported by a social campaign where Monteith’s have invited a team of adventurous Kiwis to help deliver the kegs to some of the country’s most beautiful destinations. The team will broadcast their road trips, showcasing the best of New Zealand, in an effort to inspire the nation to head somewhere ‘unlocal’ to try it.
As of this week, the campaign will roll-out across the country on social and through out of home channels.
Agency: Colenso BBDO
Marketing Director: Sean O’Donnell
Senior Marketing Manager: Dave Openshaw
Marketing Manager: Matt Allen
Brand Manager: Michael McRae