Bundaberg founder to appear in Amazing Race activation via Carat

Carat has been working with its client, Bundaberg Brewed Drinks, over the summer to grow its presence across Australia, with the latest aspect of an ongoing campaign to see Bundaberg feature as part of a challenge on The Amazing Race.

The media agency has worked with Network 10 to pull off a bespoke activation that will see Bundaberg Brewed Drinks founder, Cliff Flemming, appear on the show this evening, as contestants take part in ginger harvesting to receive their next clue.

The challenge was filmed in Bundaberg’s home state of Queensland at its ginger beer manufacturing headquarters, as part of the first locally-filmed edition of The Amazing Race.

Bundaberg Brewed Drinks head of marketing, Penny Glasson, said the brand had wanted to use TV to lead a campaign that told the story of Bundaberg.

“The Bundaberg brand is steeped in tradition and an iconic Aussie staple for family get togethers. Changes in consumer habits during COVID have allowed us to follow a more intuitive way of building our media strategy.

“The storytelling creative alongside the more humanising media channels such as TV were the obvious combination for our brand. We’ve seen more Aussies drink our product than ever in our history which is a defining moment for this family business.”

Glasson also revealed that Bundaberg had moved away from data driven approach to its media strategy. “Data driven approaches to our media strategy didn’t work during COVID because no one knew what was happening from day-to-day, let alone months in advance.

“The world was changing so quickly, and no report could give us the silver bullet on how to best plan ahead. We focused on trying to get a read on how consumers behaviours were shifting and building our strategy around our intuition.

“We leant on the team to build a media plan that provided us flexibility but also gave us authentic storytelling opportunities.”

Carat chief investment officer, Craig Cooper, lauded the strength of partnerships over the period for the agency’s clients like Bundaberg.

“Overall TV has seen inflation in this past Summer, but clients like Bundaberg have strengthened partnerships and integration to provide them with effective media reach.”

“Partnerships are not only an important vehicle for brands to align authentically within high calibre content, but also allow a brand to transcend a more traditional spots and dots strategy.”

Carat’s Bundaberg campaign has rolled out over the summer just gone, with a TV-led approach, which Carat identified as a COVID-proof environment.

The campaign also featured throughout Seven’s Summer Of Cricket, where Bungaberg Brewed Drinks sponsored the Best and Fairest Segment, where Seven’s commentary team naming a player of the match throughout the season.

Glasson added: “The business has outperformed the category during COVID which is one of the most competitive in the country.

“Australians are supporting Australian brands and for this we are so grateful. We’ve seen our business shift to 24/7 production capability to meet the increase in demand.”

Creative agency Alike was engaged to work on the activation.


Media Agency – Carat Brisbane
Craig Cooper – Chief Investment Officer Carat Australia
Anthea Gaffney – Head of Investment Carat Brisbane
Lauren Sayer – Client Director
Mark Pearson – Investment Manager
Kirsten Bucceri – Client Executive

Leontine De Sutter – Head of Content Partnerships – The Story Lab

Client – Bundaberg Brewed Drinks
Penny Glasson – Head of Marketing Bundaberg Brewed Drinks
Julia McMurray – Brand Manager AU/NZ
Ioanna Vlachos – Marketing Specialist

Creative Agency – Alike


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.