The Southerly uses dynamic billboards to spotlight chef creations in new work via Hello

A dynamic out of home campaign, developed by Hello, has has hit screens this week to showcase creations from some of New Zealand’s leading culinary talent, all made using whisky-infused Manuka Honey, The Southerly.

The Masters of Invention campaign follows twenty of the country’s top chefs and mixologists as they create original dishes and drinks with a new whisky-infused Mānuka Honey, The Southerly. The result? A revealing glimpse inside the minds behind the country’s bustling bistros, luxury lodges and rooftop bars and a smorgasbord of stunning culinary creations for the country to see (and taste).

“We’ve been blown away by the creativity, innovation and talent displayed by our world-class chefs and mixologists,” says James Polhill, Director, The Southerly. “The billboards dynamically run across the network to promote the dishes and drinks plus drive capacity in the restaurants when they need it in real-time.”

The billboards sites and rotations are programmatically up-weighted or down-weighted depending on how much capacity each restaurant has during the week via their online booking engines.

“We were immediately drawn to the honey due to its superior taste, texture and viscosity across the palate,” says Nic Watt, Executive Chef, Masu. “We had plenty of fun creating and integrating the honey into the menu and it’s great to see the billboards popping up across the country.”

“It feels like we’re only scratching the surface when it comes to more innovative ways to use our network to tackle business challenges,” says Phil Clemas, Co-Founder and CEO, LUMO. “We’ve been a big supporter of the hospitality industry and getting behind this initiative was a no brainer with The Southerly.”

The campaign is currently live across out of home, magazine, digital and social media.

Agency: Hello
Creative Director: Dave Brady
Photography: Manja Wachsmuth
Managing Director: James Polhill
Media Director: Jason Theodore
Head of Sales (Direct): Josh McWilliams (LUMO)

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