Bundaberg Rum’s Raising the Bar reteaches pub-goers how to enjoy their local
Raising the Bar, Diageo’s Bundaberg Rum $11.5 million COVID-19 recovery fund for the Australian hospitality industry, has launched a new campaign to teach people how to act in their local as parts of Australia emerge from lockdown.
The campaign, titled ‘‘Don’t forget your local,’ was created by Publicis Groupe’s Leo Burnett Australia.
In one of the 30-second spots, comedian Becky Lucas teaches two pub-goers how to cheers properly without breaking their glasses.
Diageo marketing manager Jodi McLeod said: “Covid-19 has had a profound impact on the hospitality industry across Australia with pubs, clubs and bars of all sizes experiencing a massive impact to their businesses. The pandemic has changed the way we ‘local’ as safety regulations have made going to your local more structured and less spontaneous.
“Our challenge is to shift people out of their homes by reminding them about what makes our locals so special and focusing on the socialisation and community benefits of getting back together.”
Leo Burnett executive creative director Andy Fergusson said: “It’s amazing how quickly our routines and habits have changed. Two years ago, the idea of needing to create a campaign to get Aussies back to their local would have been laughable. Now, it’s a serious problem to solve.
“But people are feeling a bit of community-responsibility fatigue, so we wanted to ensure the campaign didn’t come across as too earnest or preachy. Because, at the end of the day, we’re just reminding people that there’s a place round the corner where you can share a few laughs and drinks with your best mates. And even though we might have to relearn a few things, it’s still the same old local.”
The campaign will be in NSW, Victoria and Queensland, and will be on broadcast television, OOH, online and social, along with media partnerships with Buzzfeed and the Urban List.
On the Raising the Bar fund, Australian Hotels Association National CEO Stephen Ferguson said: “Our hoteliers and staff can’t want to welcome their patrons back to their favourite watering holes as life gets back to normal.
“Bundaberg Rum’s Raising the Bar initiative has done a great deal for Australia’s hospitality industry over the past year, and we’re excited about the launch of this new national advertising campaign.”
The Raising the Bar fund has so far provided more than 2,000 hospitality venues across the country with COVID safe supplies, including more than 100,000 litres of hand sanitiser, more than 2 million items of PPE, and more than 4,000 digital thermometers.
Credits:
Client: Diageo
Marketing Manager: Jodi McLeod
Corporate Relations & Sustainability Manager: Miriam Pape
Assistant Brand Manager: Isabella Margin
Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Fergusson
Associate Creative Director: Nico Smith
Associate Creative Director: Mark Carbone
General Manager: James Walker-Smith
Group Business Director: Andrew Inman
Business Director: Prue Purnell
Head of Brand Innovation: Dan Pankraz
Head of Production: Adrian Jung
Senior Producer: Brooke Mather
Multimedia Studio Manager: Dan Crozier
Digital Designer: Janifer Wong
Production Company: GoodOil
Executive Producer: Sam Long
Director: Dave Wood
Producer: Lee Thompson
Stills Production: Flint
Photographer: Andreas Smetana
Executive Producer: Taryn Mueller
Producer: Christina Gerace
Media Agency: Foundation (Australia)
Corporate PR Agency: 89Degrees East
Post Production: The Editors
Senior Post Producer: Liv Reddy
Senior Editor: Mark Burnett
Editor: Lily Davis
Sound Design: Rumble Studios
Founder/Snr Sound Designer: Tone Aston
Executive Producer/ Partner: Michael Gie
Producer: Irene KakopierosGroup Business Director: Andrew Inman
Business Director: Prue Purnell
Head of Brand Innovation: Dan Pankraz
Head of Production: Adrian Jung
Senior Producer: Brooke Mather
Multimedia Studio Manager: Dan Crozier
Digital Designer: Janifer Wong
Production Company: GoodOil
Executive Producer: Sam Long
Director: Dave Wood
Producer: Lee Thompson
Stills Production: Flint
Photographer: Andreas Smetana
Executive Producer: Taryn Mueller
Producer: Christina Gerace
Media Agency: Foundation (Australia)
Corporate PR Agency: 89Degrees East
Post Production: The Editors
Senior Post Producer: Liv Reddy
Senior Editor: Mark Burnett
Editor: Lily Davis
Sound Design: Rumble Studios
Founder/Snr Sound Designer: Tone Aston
Executive Producer/ Partner: Michael Gie
Producer: Irene Kakopieros
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topics
Andy Fergusson
Australian Hotels Association
Becky Lucas
Bundaberg Rum
Diageo
Jodi McLeod
Leo Burnett
Leo Burnett Australia
Stephen Ferguson
