Leo Burnett Sydney launches ‘Leo’s Cider’ part of ‘Help from Leo’ initiative to help thirsty start-ups
Leo Burnett Sydney has launched Leo’s Cider – the first ever cider dedicated to the ‘little guys’ – part of its ‘Help from Leo‘ promotion aimed at giving one new Australian business the opportunity to win up to $100,000 in creative and strategic advice from Leo Burnett with entries closing May 3 2013.
Other start-ups thirsty for success will have their business name and phone number or website printed on specially commissioned bottles of Leo’s Cider and distributed in select restaurants and bars.
‘Help from Leo’ celebrates the chutzpah of those who have braved all to start a business in tough economic times. Australian small businesses that registered for an ABN as of 2 April 2013 can enter the promotion.
Why a cider? When Leo Burnett opened his small ad agency during the Great Depression in 1935, he put a bowl of fresh apples on the front desk as a defiant symbol of hope for a prosperous future – a simple offering to a hungry world. That small business has grown to a global network of 100 offices, including Australia – and each one still puts out fresh apples at reception.
Like all good ideas, the team at Leo Burnett Sydney thought the apples were worth bottling and created the limited release Leo’s Cider – their offering to a thirsty world, dedicated to new businesses determined to grow and prosper, despite the economic climate.
Says Andy DiLallo, chief creative officer, Leo Burnett Sydney: “There is no better way to understand someone’s point of view than to walk in their shoes. By creating, designing, marketing and distributing our own product, we have a much deeper understanding of our client’s businesses 
and the challenges they face. It may also give us the opportunity to get in on the ground floor of some of Australia’s newest and most interesting start-up ventures.”
New businesses (who own or own a majority of an Australian registered business that has been in operation for a period of two (2) years or less as at 2 April 2013) can find more information and enter at www.helpfromleo.com.
17 Comments
Very interesting. Love the strategic thinking.
Love the idea.
I’ve always wondered why agencies don’t self promote themselves more. Very rarely does it happen. This is one of the better and most interesting ones i’ve seen.
How refreshing. This is very cool.
Nice to see a agency supporting small businesses. I really like the way they used there story to inspirer others to have a punt, then are putting there money where there mouth is.
kudos to leos for doing it. think its a great idea.
custom built for Cannes
Many of the above comments have bought into the hyperbole. And it does indeed seem like a good idea for a good cause.
But, of course, Steve O’s comment at 10:37 seems to be the most accurate.
cheeky buggers. nice one.
Is the motivation behind this initiative to really help small businesses or to impress Cannes jurors a few months from now?
$100,000 = 3 hours consultancy from Leo’s doesn’t it?
Been a very lean run for Leos on awards front lately, I smell desperation.
Nice work Leos – and who cares if it’s been designed with Cannes in mind – Im sure they wouldn’t be the first agency to put work out with awards in mind
Correct me if I’m wrong, but didn’t Mr Mumbles do their own brew not so long ago? 17th of August 2012 to be exact? http://mrmumbles.com/782/
Price of gold or should i say gold plated has just gone up.
Nice idea
call me cynical- but i suspect you’re correct- got to admire the intent to get over the lean awards spell by self promotion-and at the same time, pushing their own new, yet small business drive. however, I think Leo would be a little embarrassed if he knew the real intent behind this project.
‘the apple never falls far from the tree’ – brilliant use of the companies history made relevant for today.
Leo would be proud.
Look forward in seeing this roll out.
Great brand work for one of the great (and strongest) agency brands. Go Leo’s.
Had one of the Ciders at the Lord Nelson.
Nice.