Jack Daniel’s and Vice partner for native content cooking series
Jack Daniel’s Australia has teamed up with Vice’s global food channel Munchies to produce native video and editorial content that explores the rise of American BBQ food in Australia.
The series is at the centre of a wider campaign for the product launch of Jack Daniel’s American serve, which features more whiskey and less mixer.
Munchies Australia visits BBQ joints in Sydney and Melbourne looking at the different ways they go about the ‘art’ of American BBQ.
The native videos feature Fancy Hank’s and Le Bon Ton in Melbourne and Luke Powell from LPs Quality Meats in Sydney.
Mike Patrick of Fancy Hanks said it was a great opportunity to work with the food specialist channel.
It was great to be able to talk about and share my passion for bbq with people who love food as much as me,” Patrick said.
“I hope our clip will be as cool as the video I just watched of prodigy cooking bbq salmon in a toaster oven but if not I enjoyed doing it anyway.”
Will Balleau, Le Bon Ton said it was his first chance to work with Vice.
“My brother and I have been huge fans of Vice for years,” Balleau said.
“It was a pleasure to show the guys around our venue and share our love of traditional American BBQ. It was humbling and honouring to even be chosen for the feature in the first place.”
Luke Powell of LPs quality Meats said: “It was a real pleasure to work with the Vice team for the ‘Jack Daniel’s’ Southern BBQ Down Under’ project, It is an easy topic to talk about because of my love for all the meats and especially because smoked meats are the finest of all the meats.”
The campaign will conclude a Jack Daniel’s sponsored event at Le Bon Ton on November 30.
