Craft beer enters the frozen chip market

June 17, 2019
By Alana House

Not content with simply beer battering its fries, McCain has gone a Millennial step further and dipped them in craft beer.

And the company has launched a tongue-twisting ad to promote the new range.

The ad, created by Cummins & Partners, shows two mates intensely discussing whether you could find a better beer battered chip than McCain’s craft beer battered chips.

McCain Foods, Australia & New Zealand senior brand manager, Sophie Webb said: “It’s great to bring to life our McCain Craft Beer Battered Chip range through a new creative campaign that is truly a cut above and appeals to younger audiences.”

McCain is incorporating craft beer brand into the batter for chips and wedges to tap into consumers’ growing interest in the segment. According to industry figures, Australia has averaged one small brewery opening a week for the past two years.

McCain Australia has launched eight new additions to its iconic chips range, three Woolworths exclusive varieties are made in partnership with the John Boston Craft Beer brand – John Boston Pale Ale, Golden Ale & Session IPA.

Coles customers can choose from a range of wedges and chips battered in unbranded varities of craft pale ale or IPA brews.

Webb said: “Having hot and crispy chips paired with a refreshing pint is a quintessential part of Australian pub culture, therefore, launching Craft Beer battered chips is a great opportunity to take our beer battered range to the next level.”

Watch the ad below:

Pinnacle Drinks expands awareness of John Boston

John Boston is a private label beer brand produced by Pinnacle Drinks for Woolworths.

The company launched a cheeky new ad campaign earlier this year to promote the brand.

The campaign included posters on train station platforms that detail the journey of the man who inspired the beer, supported by digital out-of-home and social.

John Boston beer ad

John Boston landed on Australian shores more than 200 years ago and crafted Australia’s first beer in 1796 using corn, bittered with love-apple stalks. But, when it failed the taste test of local guards in Old Sydney Town, Boston jumped ship to America. Sadly, he never made it, as he was eaten by cannibals somewhere in the South Pacific.

M&C Saatchi chief creative officer Cam Blackley said the campaign was about celebrating a legend and the quality beer.

“John Boston’s story is about as outrageous as it is unknown,” he said. “We know that he was among the first brewers in Australia and that his original beer was eye-wateringly bad.

John Boston beer ad

“In fact, we know that the man failed at everything he did except dying in an incredibly interesting way. But he had this quality that is hard not to admire – he got back up and tried again every single time. This campaign is about celebrating a legend and the quality beer that remembers his gumption.”

Rachel Hofman, marketing manager at Pinnacle Drinks, added: “The result is a compelling brand platform which fully embraces John Boston’s cheeky, tell-it-how-it-is tone of voice to share the brand story, delivering visually impactful tailored messages on targeted platforms. The take-out overall is engaging and witty creating talkability.”

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