Coopers Mild Ale launches Australia’s Most Unlikely Golf Tournament via Sunday Gravy
What does the red dirt of Coober Pedy have in common with the lush greens of Scotland? Not much. Except for one obscure fact: the Coober Pedy Opal Fields Golf Club holds reciprocal playing rights with the birthplace of golf, St Andrews.
From that unlikely connection, the inaugural Coopers Mild Ale Coober Pedy Classic was born. BYO turf. Busted buggies. Opal-mined bunkers. It’s one of the most unique and out-there tournaments players could ever experience.
Says Ant White, Co-Founder and CCO at Sunday Gravy: “In a climate where audiences, absently scroll past most things, you have to think differently about earning attention. Entertainment first is always our starting point. When brands get the chance to create something tangible, something you can attend, compete in and, even better, share a beer at, you take it. It’s about creating experiences people genuinely want to be part of.”
Billed as a golf tournament for beer drinkers, not golfers – unless you’re a golfer who likes beer, it’s one every Aussie can have a crack at. No handicap or strict dress code required. Punters simply buy any Coopers Mild Ale for the chance to play the Classic. Win at Coober Pedy, arguably the world’s roughest course, and you and a mate earn the right to head to Scotland to tee off at one of the world’s finest.
Says Jessica Douglas, Brand Manager, Coopers says “For us, the Coober Pedy Classic is a great extension of our long-running Forever Original brand platform – backing Aussie ingenuity and celebrating individuality. In a category that often plays it safe, we are once more choosing to play it differently. Or, more accurately, Forever Original.”
Says Lucy Noblet, Campaign Manager, Coopers: “The Coober Pedy Classic captures the Coopers spirit perfectly. Backing the locals, celebrating originality, and creating the kind of tournament where having a laugh with your mates matters more than your handicap feels unmistakeably Coopers.”
Sunday Gravy creatives Alex Crampton and Lenna Boland add: “Partnering with the locals, especially Club Captain Steve Borrett as our lead talent was a highlight. Coober Pedy doesn’t pretend to be something it’s not. It’s proud of what it is. That felt very Coopers to us. Authentic, dry and just bloody fun.”
Starring the locals and shot by Hayden Sommerville of MOFA, the hero film leans unapologetically into the nostalgic 80s golf tutorial aesthetic, all brought home even more, by the unmistakable voiceover of sports broadcasting legend Sandy Roberts.
Says Sean Sowerby, Head of PR & Content at Sunday Gravy: “This is how we believe brands should show up, not just in feeds, but in real life. From pre-launch famil to earned media the ambition is to grow awareness of Coopers Mild Ale with a completely new cohort of drinkers.”
The integrated campaign rolls out across PR, video, digital, social, OOH and radio.
The Coober Pedy Classic takes place 15-17 May 2026. As the line says: “You don’t have to be a pro. You just have to buy a beer”.
Client: Coopers
National Marketing Manager – Kate Dowd
Brand Manager – Jessica Douglas
Campaign Manager – Lucy Noblet
Social and Digital Manager – Aaron Child
Social Media Co-ordinator – Maddi McCarthy
Trade Activation Manager – Amy March
National Trade Marketing Manager – Jacqueline Whybrow
Creative Agency: Sunday Gravy
Production Company: MOFA
Director: Hayden Somerville
Executive Producer: Llew Griffiths
DOP: Alex Serafini
Post Production: Offline & Online editor: Jen Cahir @Sunday Gravy
Colourist: Ted Deacey
With special thanks to Steve Borrett and Nadine Lewis at Coober Pedy Golf Club.
Media Agency: Atomic 212
Planning and Trading Director: Maddy Papilion
Planning & Trading Manager: Georgia Rowntree
Senior Digital Manager: Ray Liew
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