Bundaberg Brewed Drinks founder Cliff Fleming has appeared on last night's episode of The Amazing Race Australia as contestants took part in a ginger harvesting challenge.
The adventure reality game show follows teams of two as they race around the world competing in challenges for a major monetary prize.
This year's television series was filmed 100% domestically in Australia for the first time due to the COVID-19 international travel ban.
In last night's episode, which aired on 10Play, local legend Cliff Fleming met with contestants at the site of his company's major supplier of ginger, Templeton Ginger Farm in Eumundi, with Bundaberg Ginger Beer bottles a heavy feature in the background.
The Road Block Challenge had one member from each of the eight teams digging a five metre square plot of ginger to pick through, clean and sort to the high standards of Mr Fleming.
If the Bundaberg Brewed Drinks founder approved of the process, teams were given a thumbs up and then handed a card for the next challenge.
Original master brewer Cliff Fleming said the chance to be part of The Amazing Race Australia was a chance to support the ginger growers that have helped shape his business.
“We’re proud of the relationship we’ve built with our farmers in regional Queensland over the past 50 years,” he said.
“They do a wonderful job providing us with the best possible real ingredients that go into each of our brews.”
Mr Fleming said it was also an opportunity to show off the Bundaberg Brewed Drinks brand across a large national audience.
“It’s a great opportunity to show Australians that we’re a homegrown product,” he said.
“We’re proudly Australian-made and family-owned, so being a part of a show celebrating these things was a nice fit for us.
“We also love that the program is showcasing Australia’s backyard, it’s a great representation of our beautiful country.”
The Amazing Race Australia part of Bundaberg Brewed Drinks storytelling
According to Bundaberg Brewed Drinks Head of Marketing Penny Glasson, The Amazing Race segment was one of the “storytelling” strategies the company had been involved in since the Coronavirus pandemic had changed the marketing landscape.
The company has been working alongside media agency Carat to broaden their audience and grow a larger presence across Australia.
“The Bundaberg brand is steeped in tradition and an iconic Aussie staple for family get-togethers,” Penny said.
“Changes in consumer habits during COVID have allowed us to follow a more intuitive way of building our media strategy.
“The storytelling creative alongside the more humanising media channels such as TV were the obvious combination for our brand. We’ve seen more Aussies drink our product than ever in our history which is a defining moment for this family business.”
The partnership with The Amazing Race Australia also coincides with a featured competition, giving viewers the opportunity to win one of two trips to Bundaberg.
The prize includes flights to the region, three nights' accommodation and a tour of Bundaberg Barrel including Taste Testing and a six Pack of Bundaberg Brew Drinks.
Watch the Bundaberg Brewed Drinks Amazing Race episode here.
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