Primal passions: beer and football.

Football Grand Finals signify the start of summer and therefore barbeque season. So we infiltrated pubs across Australia via bar coasters. Men couldn’t lift a schooner of beer in Australia on the day without being reminded to step up to the barbeque.We followed up by filling sporting newspapers with blank pages the day after the Grand Final, reminding men that football season was over, hence nothing to report – time to start your barbeques!Stimulating the senses:Major roads became large format smorgasbords of beef. To make the mouth water we added smoke: Yes, a billboard that emitted smoke.

Next, bus stops were wrapped and transformed into sensory experiences emitting that unmistakable beef barbeque scent.Tools for the grill:Over 2.5M summer beef barbeque cookbooks were distributed through butchers, supported by a mobile app version; covering everything from preparation to choosing the cut.

Despite being the rainiest October in years, wholesalers reported that sales of steaks increased 40% YOY in that launch month alone and remained strong across the period.Copies of the Beef BBQ cookbooks ran out within the first month and Facebook likes of Beef increased by 3000%.

Butchers rated it the best summer beef campaign ever in ‘usefulness in growing sales’ (Millward Brown).

Millward Brown has further reported that 36% of butchers rated December beef sales as very good to excellent, with a further 45% rating them as good. Not bad considering December is the month Christmas ham and turkey.