Social media marketing campaign promoting Beerenberg Farm’s sauce range through proudly celebrating Australian lifestyle and the esteem placed on the people that hold, celebrate and participate in the joy of the barbeque.
Campaign Branding and Microsite
To communicate the Aussie BBQ legends concept we first developed the campaign branding, which focused on the classic Australian outdoors and a 5-Star badge logo that was approachable, distinct and fun-loving in its nature.
The campaign microsite was developed to house the campaign and drive the engagement. A microsite was chosen over the Beerenberg website to allow different brand messages and aim to attract a specific target audience, that whilst closely aligned to Beerenberg's core audience, has unique characteristics.
Weekly winners for 6 different content categories were selected by the public vote, each winning a 6 pack of Beerenberg hero sauces as well as an Aussie BBQ Legend t-shirt and cap.
The National Winner was selected by Beerenberg from all of the weekly winners, and was awarded an extreme BBQ package worth in excess of $5,000.
User Generated Content
The weekly give-aways were presented to the user voted weekly winners of the 6 different content categories, each winning a 6 pack of Beerenberg hero sauces as well as an Aussie BBQ Legend t-shirt and cap.
The uniqueness of the clothing prizes was focused on making the winner steel unique and special, specifically though the branding of "I'm an Aussie BBQ Legend".
The use of Beerenberg product was utilised to allow people in the demographic region to taste Beerenberg product - as we knew they'd become advocates immediately after tasting.
To further promote the campaign directly at the consumer in the retail environment, neck-tags were designed and placed on all Beeerenberg product throughoput the eastern seaboard of Australia.
The neck-tag design included a unique URL to track and measure visitation to the campaign site directly from this marketing item.
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