WAGYU BEEF MADE FROM BEER by Pulse Communications for Carlton

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Australia
Agency Pulse Communications
Released April 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Product/Service: BEER
Senior Account Director: Steve Munachen (Pulse Communications)
Senior Account Manager: Emily Birks (Pulse Communications)
Senior Account Executive: Craig Jost (Pulse Communications)
Account Executive: Georgia Fairbank (Pulse Communications)
Media placement: Consumer PR - NA - 1 April 2011

Summary of the Campaign
The PR team was briefed to develop a campaign that helped raise awareness and drive entries into their latest promotion.

Inspired by a promotion bringing the world’s biggest meat wheel to life, Carlton Draught made a gastronomic breakthrough. By combining 2 of Australia’s favourite ingredients – beer and beef – they created what many Aussies believed to be the greatest addition to BBQing since the invention of tongs: Carlton Draught Wagyu Beef, made from beer.
Carlton Draught enlisted one of Australia’s top Wagyu Beef farmers (Jac Wagyu) to provide the 20 head of cattle for the program, and shipped 5 tonnes of malted barley and 2 tonnes of hops (the 2 main ingredients in Carlton Draught) to his farm in northern New South Wales (NSW).

The result was the world’s best steak and a whole lot of great coverage. The Carlton Draught Massive Meat Wheel promotion received just fewer than 100,000 entries, exceeding the target by 20%. The campaign generated 118 pieces of positive media coverage reaching an audience of over 6m Australians. The editorial coverage was valued at AUS$559,402 (Advertising equivalent costs) giving Carlton Draught a 5:1 return on the AUS$60,000 investment they made on the campaign.

The Situation
Carlton Draught is Australia’s most popular tap beer recognised for its witty marketing campaigns (including the world-renowned Big Ad) and, for over 15 years, it has carried the tag line ‘made from beer’. Where other brands try to delve deeper into the science, Carlton Draught keeps it simple.

Its Massive Meat Wheel autumn promotion was no different, as drinks could win a spot on the world’s largest meat wheel (the London Eye) and spin for AUS$100,000 and a traditional Aussie meat tray. PR team was challenged to turn this promotion into the biggest campaign of the year.

The Goal
The brief was simple: How we did it was left to us. The business objective was to reinforce Carlton Draught’s position as the country’s number one tap beer. The communication objective was to drive national awareness and participation in the promotion.

The primary target audience was 18-40 year old Australian males. So we thought, is there a better food combination than a good steak and a cold beer? What if that steak came from specially reared cattle, fed only the finest ingredients, developing a unique flavour profile that was designed to complement that fresh cold beer you were drinking?

The Strategy
PR’ing a promotion is complicated. It’s fraught with roadblocks, loop holes and dead ends. It wasn’t the way to go. We needed a campaign that captured imaginations and created awareness of the promotion without being ‘about’ the promotion. Our approach was about creating a fun, experience-led campaign that would appeal to every beer drinking, red-meat loving Aussie. By using the famous Carlton Draught ‘made from beer’ tag line as inspiration we set out to develop an idea that was deceptively simple, yet universally appealing. Our platform was: 'Carlton Draught Wagyu Beef, made from beer. Simple'.

• Build a broader story for Carlton and leverage experiential ideas to engage drinkers directly
• Leverage Carlton’s brand personality to create a unique platform that would drive talkability and media cut-through
• Utilise social media channels to drive engagement, competition entries and grow Carlton’s fan network

After we secured Jac Wagyu to provide the 20 head of cattle for the program, Carlton Draught shipped five tonnes of malted barley and two tonnes of hops (the two main ingredients) to his farm in northern NSW. For a period of 60 days the F1 grade Wagyu cattle were fed the unique diet.
• We designed cow costumes to ensure photos were branded
• Using the cattle images and farmer as our spokesperson we outreached to media
• Once the cattle were processed, we created 150 meat trays for media and influencers
• We held three events at Australia’s largest publishing houses, serving Carlton Draught Wagyu Beef with a cold stubby
• 20 ‘meat-up’ events were held at pubs
• Local media outreach for the 16 London promotion finalists
• Managed Facebook page during the promotion with regular status and content updates and giveaways
• Key bloggers were given samples to test taste, photograph and review

Documented Results
In relation to the business objective:
• The Massive Meat Wheel promotion received just under 100,000 entries, exceeding the target by 20%

In relation to the communications objective:
• 118 pieces of positive media coverage across print, online, radio and magazines - more than double the agreed KPI
• The campaign reached an audience of over 6m Australians
• Editorial media coverage secured was valued at AUS$559,402 (advertising equivalent costs) giving Carlton Draught a 5:1 return on the AUS$100,000 investment they made
• Coverage appeared in publications that wouldn’t usually write about Carlton Draught including Masterchef Magazine
• 53 media attended the ‘Meat Up’ events and media BBQs from 17 different publications
• 20 pub events were hosted in 6 different states across Australia
• Throughout the promotion period we saw a growth in the number of Carlton Draught Facebook fans from 20,000 to 23,700 which equates to an 18.5% increase, exceeding the target by 1,700 fans