The Beer Gaarden Blitz was the pitch winning idea for Hoegaarden, Belgium’s favourite beer celebrating little bursts of the natural world in the big smoke.
We needed to remind Aussies (particularly 30-something women) of the botanical witbier in a social way that felt authentically local, whilst not forgetting the beer’s natural, Belgian roots.
Introducing the Beer Gaarden Blitz.
Step 1: Take a beloved noughties reality TV format - Backyard Blitz.
Step 2: Add a rundown Aussie beer garden in need of a renovation rescue.
Step 3: Combine with Australia’s favourite gardener poster boy, Jamie Durie.
A gardening makeover show with an attractive, yet age appropriate host? Ladies, you’re welcome.
How it worked
Discovering The Venue
The social campaign launched with Jamie Durie inviting all of Australia to nominate their favourite rundown beer garden, most in need of a renovation rescue.
“The hunt is on for Australia's worst beer garden.”
Encouraging User Participation
Users were directed to a microsite to explain in 25 words or less why their nominated venue deserved the win.
The Observer Hotel in Sydney’s historical Rocks district eventually took out the top prize.
Relaunching The Observer Hotel
The renovation lasted 36 hours, with the team putting the finishing touches on the venue to the very last second.
We then relaunched the beer garden to the public with a re-opening party that had the locals falling in love with the venue all over again.
Growsters - Take The Gaarden Home
We distributed plantable coasters embedded with coriander and orange seeds, the hero botanicals in Hoegaarden. Our Growsters helped everyone grow a little bit of Hoegaarden of their own, whilst reinforcing the beer’s natural flavours.
Creative Director: Brendan Willenberg
Copywriter: Celia Mortlock
Art Director: Mick Pollard