We created a two-day event to showcase Foster's Australia Day, recreating a beach party in London's Trafalgar Square in the middle of the British winter! It was supported by parties throughout the UK, and also provided content for use across all our communications, thereby amplifying our message. The Australia Day Event was the embodiment of the Foster's brand: creating a slice of carefree Australia in an otherwise cold, sober London.

The campaign drove footfall directly to outlets where Foster's parties were being held. In January, sales of Foster's lager increased 16% in the on-trade (pubs/bars) year-on-year. Total Foster's sales grew 15% across the two-week campaign period around Australia Day, helping buck the traditional January trend.