Matilda Bay promotes Hazy Lager as Aussies’ second favourite beer via Howatson+Company

When it comes to lager Aussies are a loyal bunch. They don’t just drink their favourite beers, they proudly wear branded merch, get tattoos of logos, even build shrines in their sheds. So, to encourage trial of its new Hazy Lager, Matilda Bay and Howatson+Company have decided not to compete with people’s favourite beers, but instead help them love their favourites even more.

By ordering Hazy Lager at participating venues and bottle shops, punters can walk away with unique prizes, like a custom-made VB Knock-Off chair, a one-of-a-kind Carlton Dry hot tub, Great Northern fishing kits, Carlton Draught fridges, snowboards, surfboards, BBQs, plus much more – created, built and sourced by Matilda Bay themselves.

Says Benjamin Cairns, head of marketing at Matilda Bay Brewery: “As a craft brewery not traditionally known for lager, we needed to find a clever way to get drinkers to consider our brand-new smooth and easy craft lager. That’s no easy task given most Aussies already have their trusted-on favorites that they’ve been drinking for years and years.

“And that’s why this idea is so perfect for us. It’s a huge incentive to give us a try in the moments they want to drink a craft beer.”

Says Gavin Chimes, ECD at Howatson+Company: “It may seem counterintuitive to put our production budget into making prizes for other beers but when we looked at Hazy Lager’s legendary competition, we knew we had to think differently. This is a promo that’s unashamed, self-aware and a little bit crazy. But that combo is what has always made Matilda Bay such a special brewery.

“Credit to the many different brand teams at Carlton & United Breweries for buying into this idea. Turns out it’s one of those win-win-win situations. For their brands, Matilda Bay and beer lovers. And big thanks to James Dive and the team at Scoundrel for adding their touch of magic to the project.”

The promotion runs for eight weeks at 208 participating venues and bottle shops in WA and VIC – supported by online film, OOH, social, PR and digital.

Find out more about Matilda Bay’s Hazy Lager promotion:  https://your2ndfavouritebeer.com

COMPETITION TERMS & CONDITIONS: Instant win competition: AU res 18+. Runs 2/10/23 – 2/12/23 or until all prizes have been awarded (whichever is earlier), buy a glass of Matilda Bay Hazy Lager from participating venue in Vic/WA to get entry card with unique code (if stocks remain), scan QR code on entry card with smart phone, fill out online entry form to see on screen if you win an instant prize. Max 4 std drinks per person per day (in total for any Hazy Lager 2nd Fav promo/s). Up to 61 instant win prizes available. Must claim prize by 5pm (AEDT) 15/12/23.  Seehttps://your2ndfavouritebeer.com/terms.pdf for full conditions incl. privacy statement.  Hightail Bar & Grill (VIC) competition: AU res 18+. Ends 11.59pm 23/10/23 AEDT. Max entries totalling 4 std drinks p/ person p/day. Delivery incl. if you live within 100km radius of Melbourne. See venue staff for Ts&Cs incl. privacy statement.  Wembley Hotel (WA) competition: AU res 18+. Ends 4pm 2/11/23 AWDT. Max entries totalling 4 std drinks p/ person p/day. Installation not included. Delivery incl. if you live within 100km of Perth. See cubpromos.com.au/conditions for Ts&Cs.  In-store gift with purchase: WHILE STOCKS LAST. AU res 18+. Runs 2/10/23 – 2/12/23 or until gifts run out, whichever is earlier. Max 1 gift p/person per trans. Must claim gift in-store when making purchase. Stubby Cooler brand may vary & is subject to availability. See in-store for Ts&Cs.   Promoter: CUB Pty Ltd (ABN 76 004 056 106)

Client: Matilda Bay Brewery
Head of Marketing at Matilda Bay Brewery: Benjamin Cairns

Agency: Howatson+Company
Founder/CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Director: Scott Zuliani
Creative Director: Jared Wicker
Senior Art Director: Tom Macphail
Senior Copywriter: Will Halstead
Copywriter: Madeleine Semit
Head of Production: Holly Alexander
Senior Producer: Caitlin Perz
Chief Strategy Officer: Dom Hickey
Planning Director: Georgia Pritchard
Client Partner: Ollie Wearne
Senior Account Director: Angela Lethbridge
Business Manager: India Clarke
Head of Craft: Ellena Mills
Associate Design Director: Trent Michael
Finished Artist: Simon Merrifield & Patrick Rivera
Editor: King Yong
Videographer: Mark Broome
Colourist: Kel Gronow
Head of PR: Ben Handberg
Senior Account Director PR: Melinda Durston
Account Director PR: Natalia Katsionis
Digital development: Howatson+Company
Head of Digital Programs: Anna Boucaut
Digital Experience Design: Trent Roberts, Adam Hughes
Digital Experience Development: Brendan McKenzie, Scott Zonneveldt, Xianzhe Yang
Quality Analyst: Jorge Soria

Prod Company: Scoundrel
Production design director: James Dive
Producer: Matt Roberts

Post-Production Company: Howatson+Company