Magazine article Marketing

Radiowatch: Foster's - Fosster's Barbie'

Magazine article Marketing

Radiowatch: Foster's - Fosster's Barbie'

Article excerpt

Many Foster's campaigns have raised a smile over the years, and the latest is no exception. The beer famous for its Aussie links has devised a clever summer campaign to break people out of their lager-drinking habits.

With a brand heritage that is all about sunny skies and outdoor drinking, Foster's' 'Liquid sunshine' campaign aims to 'own outdoor drinking events in true Aussie spirit'. It fits perfectly, and funnily enough, it also features one of Australia's greatest ever inventions - the barbie.

This is a big idea that has been brought to life brilliantly in a campaign that has been reasonably generous to the UK's sun worshippers It is totally integrated and uses event marketing's strengths to provide even more barbies (and Foster's) in major parks across the UK. This is being backed by TV, radio, magazine and promotional activity.

One of the funniest and strongest elements is the way in which the campaign has been translated for radio. These inspired radio ads feature the fictional BBQ police department of the mighty FBBQPD, and aim to impress the importance of Foster's in hosting a great barbie.

Two cops, Mick and Bluey, make it their mission to stamp out all illegal barbies and report anyone who does not provide the amber nectar - and it's all done in that classic Foster's 'no worries' fashion. …

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