Bundaberg Brewed Drinks has launched a new marketing campaign with a nod to nostalgia which sees founder Cliff Fleming recite a poem inspired by the iconic brew.
The company said the 2020 pandemic can be attributed to a swing back to yesteryear which has seen a resurgence in nostalgic behaviours.
This consumer shift towards nostalgia, alongside the trend to support Australian owned and operated brands has provided the impetuous for Bundaberg Brewed Drinks' new creative direction which launched on December 10.
Founder and original master brewer Cliff Fleming inspired his Aussie-owned business to share their story in a poetic form.
The campaign tells the untold tale of the iconic brew, with the voice of Cliff, 77, as the narrator.
“Over 90 per cent of Aussies know Bundaberg Ginger Beer but they’re not aware of the 50-year journey to become the business we are today,” Bundaberg Brewed Drinks CEO John McLean said.
“It started with a humble dream and family values.
“In an industry dominated by large multinationals, we’re proud of remaining 100 percent family owned and the fact we brew every beverage from our regional home town of Bundaberg.”
The campaign marks a return to Australia’s great tradition of bush poetry, helping residents connect with the brand’s story in a less conventional way and celebrate its 52-year history.
“We're proud of being Australian made and everything that it means.
“From our farmers and brewers through to our consumers looking for homegrown products.”
The poem, ‘An Ode to a Great Australian’, will be welcomed to Australian living rooms this summer through broadcast partnerships
The ad featuring the iconic brew has launched during the Big Bash, followed by Carols in the Domain, the Boxing Day Test and then program integration within The Amazing Race.