Australia is defined by its unique way of life - there is nothing we love more than spending time with friends and family under the Australian sun, or as XXXX Gold like to call it Take in the gold.

But Australia’s number one beer brand is in decline and brand image is to blame.

Objective: XXXX Gold is on a mission to change its dated, blokey appearance after losing market share to new entrants. A leading indicator of these sales declines was a steady drop in the research question ‘A beer for people like me’. It was our task to arrest the rapid decline.

Brief: Appeal to today’s modern drinker by inspiring them to get together with loved ones, experience more during the best moments in life and create gold memories. That’s what XXXX GOLD offers – the opportunity to savour every great moment.

We delivered the surprise of half-a-ton of fresh prawns from the Queensland coast to Eromanga just days before Christmas. The refrigerated truck made the 2-day journey, stopping in Chinchilla, Roma and Quilpie sharing the XXXX Gold Prawns along the way. At each stop we rolled out the longest tables and enjoyed community dinners - distributing over 150kgs of fresh prawns in each town.

When the XXXX Gold Truck rolled into Eromanga it was to a waiting crowd of 60 locals – not bad for a town with only 40 residents!

With the production and PR teams on the road, we were able to deliver our heartfelt story in 24 hours going live across all major news channels and XXXX Gold owned channels on Christmas Eve. The event in rural Australia delivered a positive PR campaign with more than 1 in 3 Aussies witnessing XXXX Golds story.