Second the best: Howatson+Co’s latest work for Matilda Bay Brewery
With help from indie agency Howatson+Company, Matilda Bay Brewery has launched a new campaign that firmly establishes its Hazy Lager as “your 2nd favourite beer”.
With more than 700 craft breweries in Australia, Aussies’ penchant for a cold one encouraged Matilda Bay and Howatson+Company to take a more humble approach to the standard advertising campaign. Rather than promoting Hazy Lager as consumers’ number one beer, both companies decided to market it as consumers’ second favourite beverage. So, to encourage trial of its new Hazy Lager, Matilda Bay has decided not to compete with people’s favourite beers, but instead help them love their favourites even more.
“As a craft brewery not traditionally known for lager, we needed to find a clever way to get drinkers to consider our brand-new smooth and easy craft lager,” said Benjamin Cairns, head of marketing at Matilda Bay Brewery. “That’s no easy task given most Aussies already have their trusted-on favorites that they’ve been drinking for years and years.
“And that’s why this idea is so perfect for us. It’s a huge incentive to give us a try in the moments they want to drink a craft beer.”
Gavin Chimes, ECD at Howatson+Company added: “It may seem counterintuitive to put our production budget into making prizes for other beers but when we looked at Hazy Lager’s legendary competition, we knew we had to think differently. This is a promo that’s unashamed, self-aware and a little bit crazy. But that combo is what has always made Matilda Bay such a special brewery.”
The campaign encourages Aussies with prizes to be won from purchasing Hazy Lager at select venues and bottle shops in WA and Victoria. It aims to highlight the brewery’s competitors – namely Victoria Bitter and Carlton Dry – with knock-off prizes including a custom-made VB chair, a Carlton Dry hot tub, Great Northern fishing kits and so much more – all created, built and sourced by Matilda Bay.
While it seems counterintuitive to promote its competitors in favour of its own products, Chimes said the campaign is anything but detrimental.
“Credit to the many different brand teams at Carlton & United Breweries for buying into this idea. Turns out it’s one of those win-win-win situations. For their brands, Matilda Bay and beer lovers,” he said.
“And big thanks to James Dive and the team at Scoundrel for adding their touch of magic to the project.”
The campaign is rolling out across digital, social, PR, OOH and an online film, as well as its prizes.
Credits:
Client: Matilda Bay Brewery
Head of Marketing at Matilda Bay Brewery: Benjamin Cairns
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Director: Scott Zuliani
Creative Director: Jared Wicker
Senior Art Director: Tom Macphail
Senior Copywriter: Will Halstead
Copywriter: Madeleine Semit
Head of Production: Holly Alexander
Senior Producer: Caitlin Perz
Chief Strategy Officer: Dom Hickey
Planning Director: Georgia Pritchard
Client Partner: Ollie Wearne
Senior Account Director: Angela Lethbridge
Business Manager: India Clarke
Head of Craft: Ellena Mills
Associate Design Director: Trent Michael
Finished Artist: Simon Merrifield & Patrick Rivera
Editor: King Yong
Videographer: Mark Broome
Colourist: Kel Gronow
Head of PR: Ben Handberg
Senior Account Director PR: Melinda Durston
Account Director PR: Natalia Katsionis
Digital development: Howatson+Company
Head of Digital Programs: Anna Boucaut
Digital Experience Design: Trent Roberts, Adam Hughes
Digital Experience Development: Brendan McKenzie, Scott Zonneveldt, Xianzhe Yang
Quality Analyst: Jorge Soria
Prod Company: Scoundrel
Production design director: James Dive
Producer: Matt Roberts
Post-Production Company: Howatson+Company
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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