The New World Beer & Cider Awards were created to showcase the impressive range of local craft brews available in–store. New World (as well as the brewers) take it pretty seriously - with each entry judged and awarded by industry professionals. In 2016, I had the chance to somewhat re-invent the annual campaign - hoping to give it character and a bit of a ‘blokey’ charm. The Really Good Stuff being the campaign idea - meaning the best of the best brews, (almost) too good to share. This idea was pulled through in–store POS, mobile proximity targeted banners and Facebook posts. On top of this, online videos were produced, where we gave Kiwi blokes some pretty creative places to stash their cold ones. These videos were posted on New World’s Facebook page, and social engagement went through the roof, with over 130,000 views and over 100 unique shares.
