Restaurant chain Urban Purveyor Group launches Oktoberfest in September

Restaurant chain the Urban Purveyor Group (UPG) is kicking off their Oktoberfest celebrations in September with a tongue in cheek campaign aimed at telling the “true story” of Oktoberfest.

The campaign, created by Channel Zero, is built around the idea that Australians are unaware Oktoberfest starts in September.

Marketing Director, Daniel Hopkirk said: “The idea behind this year’s Oktoberfest campaign was to remind consumers of the sense of fun that Bavarian Bier Café, Löwenbräu Keller, and now Munich Brauhaus carry as the leaders in everything Oktoberfest.

“Our anti-hero Australian guys training for Oktoberfest supported by the Bavarian girls was a great way to tell the story of Oktoberfest in a jovial and relevant way.

“Driving this campaign in a digital direction is rare for a hospitality group of our size, and an indication of the moving consumer engagement trends.”

The video is focused on the journey of an Australian bloke, and a couple of attractive Bavarian women with the Oktoberfest campaign reminding Australians of the fun and festivities that come with the month long festival.

The campaign will see the content seeded across social networks, mobile, YouTube and brand screen, in addition to a concurrent radio partnership with Nova Entertainment.

UGP own the Löwenbräu Keller, Munich Brauhaus and Bavarian Bier Café, which are located at various locations across Australia including Manly, Bondi Beach, Melbourne, Broadbeach and The Rocks.


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