When one of Australia’s best loved beer brands came to us with a brief on their Massive Meat Wheel promotion on the London Eye, where people had the chance to win a meat tray and $100k, we knew that we needed to give them something new, that no other beer brand would do. The idea had to tie into the promotion in a way which would get the nation and the media talking.

Inspired by the brand’s irreverent tag line, ‘made from beer’, we created the world’s best meat by rearing a herd of the nation’s finest Wagyu beef cows on the high-quality wheat, hops and barley used to brew Carlton Draught.

We enlisted a celebrity chef to create speculation about about the flavor tones of the meat and what to cook it with. Once the meat was ready, we took our chef on a publishing house tour to BBQ the steaks to perfection and serve up with an ice-cold Carlton Draught. The public was invited to taste our Beef Made From Beer at a series of BBQ events at pubs running the sales promotion.

Not only did this polemic idea get the country talking (and drinking) but it provided the opportunity to deliver a strong quality message around the ingredients and bring new advocates into the brand – a massive win for beer.

ROLE: Creative Strategy, Creative Director