XXXX and Thinkerbell reward Aussies with beer, to watch grass grow and help save the reef
XXXX has found a very Australian way to help save the Great Barrier Reef: rewarding people in beer to literally watch grass grow. The new campaign, created in partnership with Thinkerbell, sees the iconic Aussie beer team up with the Great Barrier Reef Foundation to launch a Liquorland-exclusive XXXX x GBRF 8-pack, backing one of the Reef’s quietest heroes… seagrass. Not glamorous, not fast… but absolutely essential.
On top of the existing partnership funding, XXXX is tipping in an additional $100,000 donation to fund seagrass restoration across the Reef. That money helps grow, nurse and replant seagrass meadows, the underwater lawns that clean the water, store carbon and feed everything from tiny fish to turtles and dugongs.
The catch? Seagrass grows slowly. Painfully slowly. Which is why restoration takes time, patience… and now, beer.
To kick off the partnership this year, XXXX is rewarding Aussies for backing the cause, by rewarding people in cold beer for tuning in and helping keep track of seagrass growing.
Karen Sterling-Levis, Lion Brand Director – Core Beer, says the idea was about turning everyday beer moments into something that actually makes a difference: “The Reef is part of who we are,” she said. “This partnership is about backing the long game. By choosing this pack, Aussies are helping fund the slow, vital work of restoring seagrass and getting a pretty great excuse to crack a beer while they’re at it.”
Great Barrier Reef Foundation CEO Anna Marsden says the support helps speed up real recovery where it counts: “Restoring the Reef isn’t a quick fix, it takes long-term commitment and partners willing to invest in solutions that work. XXXX’s support, alongside Liquorland, allows us to scale seagrass restoration and turn funding into real progress in the water.”
The XXXX x GBRF 8-pack is available for a limited time at Liquorland stores nationwide and online. Buy beer. Back the Reef. Watch grass grow.
Creative agency: Thinkerbell
Client: Lion
Social: We Are Social
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