XXXX Gold launches first campaign with Host, encourages Aussies to enjoy ‘the little things’

XXXX Gold has released its first campaign through recently appointed agency Host celebrating the simple ways family and friends can enjoy a beer together.

The campaign marks the first for the creative agency, which won Gold’s account from long-standing agency BMF earlier this year.

Take in the Gold campaign

‘Take in the Gold’ features a series of films backed by the Muddy Waters’ classic ‘Mannish Boy’, that showcase Aussie hosts going the extra mile to organise a BBQ, a day out on the water or  a camping trip.

Speaking at Mumbrella360 in June, Ben Slocombe, marketing director for Lion Beer Spirits and Wine Australia, highlighted the need for the brand to speak to a broader audience.

Richard Knight, marketing manager for XXXX Gold, welcomed the brand’s new focus.

“We’ve always been about making the most of the great Australian outdoors with friends and family,” Knight said.

“We wanted to create reminders of how rewarding it is when we take the time to make the most of these opportunities and to enjoy the famous Australian outdoor lifestyle.”

The campaign will roll out from Sunday November 6 across TV, out-of-home, digital, experiential, PR and social.

Chris Little, creative director at Host, said he felt a personal connection with the brand.

“As a Queenslander myself, I was a touch nervous to be involved in the next chapter for XXXX Gold,” Little said.

“The beer is an icon in Queensland and Australia, so this campaign is something the team has been thrilled to have been a part of.”



  • Ben Slocombe – Marketing Director – Lion
  • Jack Mesley – Brand Director – Lion
  • Richard Knight – Marketing Manager – Lion
  • Chris Allan – Brand Manager – Lion
  • Kristy Bloomfield – Brand Manager – Lion
  • Zuzana Stankova – Assistant Brand Manager – Lion

Creative Agency

  • HOST

Production, editorial & VFX

  • Scoundrel, Cutting, Studio 20, Edge, Song Zu

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