The Beer Gaarden Blitz was the pitch winning idea for Hoegaarden, Belgium’s favourite beer.
Our campaign reminded Aussies (particularly 30-something women) of the botanical witbier in a local way that didn’t forget the beer’s Belgian roots. We renovated one of Australia’s favorite beer gardens, creating a natural summer oasis for Hoegaarden, in the middle of the city. Our campaign borrowed from beloved noughties reality TV show - Backyard Blitz, even enlisting the help of original host, and gardening poster boy - Jamie Durie.
Full Episode:
How it worked
Discovering The Venue
The social campaign launched with Jamie Durie inviting all of Australia to nominate their favourite rundown beer garden, most in need of a renovation rescue.
“The hunt is on for Australia’s worst beer garden.”
Encouraging User Participation
Users were directed to a microsite to explain in 25 words or less why their nominated venue deserved the win.
The Observer Hotel in Sydney’s historical Rocks district eventually took out the top prize.
Relaunching The Observer Hotel
The renovation lasted 36 hours, with the team putting the finishing touches on the venue to the very last second.
We then relaunched the beer garden to the public with a re-opening party that had the locals falling in love with the venue all over again.
“Never in a million years did we think our beer garden could ever look this green and lush! ”
Growsters - Take The Gaarden Home
We distributed plantable coasters embedded with coriander and orange seeds, the hero botanicals in Hoegaarden. Our Growsters helped everyone grow a little bit of Hoegaarden of their own, whilst reinforcing the beer’s natural flavours.
Creative Team:
Creative Director: Brendan Willenberg
Copywriter: Celia Mortlock
Art Director: Mick Pollard