Our Approach

‘Foodies’ were identified as being ideal craft beer converts. The Zoo developed ‘Brewer’s Bite’, a unique beer and food matching activation designed to increase awareness of the Matilda Bay Brewing Company and its craft beer portfolio.

The activation was kicked off at key produce markets, Prahran Market VIC and travelled to Eveleigh Market in NSW. Market goers experienced a mini tasting session where 3 different Matilda Bay brews were teamed up with a unique dish expertly matched to it. The Matilda Bay brewers were on hand to talk through the journey – imparting their knowledge on the food and beer. The food morsels and beer were presented on a crafted paddle - with all the ingredients to be found in the surrounding marketplace. Recipes were provided in a take home pocket ‘How to Guide’. The campaign was supported by press advertising and PR across key weekend newspapers.

Matilda Bay Brewing Co

The Brief

Recruit new craft beer drinkers through beer & food matching.

Opportunity existed to capitalise on low consumer involvement in the craft beer category by providing potential drinkers with education on how to appreciate the different styles on offer. The ultimate goal: to establish Matilda Bay as a category trust mark.