Carlsberg has turned its attention to New Zealand’s pie lovers, creating probably the best pie in the world for a new campaign.
In a bid to capitalise on New Zealanders’ love of pies - the average kiwi eats 15 pies a year – Carlsberg has partnered with local pie company Heaven Scent Food Co to revamp the classic steak and cheese pie.
The Carlsberg steak and cheese pie is part of an integrated campaign which includes a pop-up experience where kiwi’s can experience the pie and a Carlsberg beer.
The campaign aims to demonstrate the pH scale, which was invented by Carlsberg in 1909 and measures how acidic or basic a substance is. The scale “revolutionised” the brewing process, as well as agriculture enabling farmers to test the quality of the soil.
The campaign aims to showcase how this scale ensures the quality ingredients that are used in both the pie and the beer.
“Our challenge was to bring Carlsberg’s discovery of the pH scale to life in a way that would appeal to a younger, male beer drinker,” said Christy Peacock, executive creative director at TBWA, the agency behind the campaign.
“We needed an experiential idea that would take the beer and the pH scale to them, so we decided making probably the best pie in the world was the sweet spot. The idea needed to live where these guys do so we created a fully integrated, multi-channel campaign. Many late nights of beer and pie tasting were needed to crack the perfect recipe.”
The campaign includes video content, street posters, radio integration, social media, PR and experiential activity.