AUCKLAND, Today: Colenso BBDO has recut a high-profile Latin American tvc to create Back Your Bar – a DB Breweries million-dollar support programme launched today to aid the hospitality industry.
The original ad was created by Publicis Brazil, Directed by Marcio (Squarehead) Leitao, who works at global production house Stink. In New Zealand. Colenso also created the logo/assets and wrote the creative lines.
Dentsu is managing all the bookings. The ad goes be live for four weeks across TV, ODV, Social, and Spotify (video).
The Back Your Bar package includes:
- A practical online support portal – www.backyourbar.co.nz This is open for the whole industry, not just DB customers, and includes detailed information about the considerations required to operate in the current climate
- A full media campaign to drive awareness and foot traffic to local outlets
- DB customer support including stock bundles and advertising materials for outlets to communicate with customers
The Back Your Bar programme will provide around $1 million worth of value and provide hospitality operators with the support they need to responsibly reconnect with their patrons after the lockdown period.
DB sales director Paul Millward says this support is going to have a huge impact: “Despite all the new ways of connecting, nothing beats sitting down with real people and having a meal you didn’t have to cook – with a cold beer.
“So we hope Kiwis get behind Back Your Bar and support their local so they are there in the future. We’re proud to play a role in supporting this.”
The tvc is set to the Simple Minds track Don’t You Forget About Me, and spells out the lyrics to the song with footage of deserted outlets – but with a positive spin.
The online support portal – www.backyourbar.co.nz – is live now and will be updated regularly. It offers information about:
- Where to get Government support
- How to prepare a venue for patrons
- Health and safety information
- Legal material
- Shareable digital assets
- Digital engagement tips
- Information about Mentemia, Sir John Kirwan’s mental wellbeing app (DB is a foundation partner of Mentemia)
“Back Your Bar is a fantastic package, protecting livelihoods and keeping this beloved part of our social fabric operating.”
The support portal also includes details of a partnership between DB Breweries and law firm Dentons Kensington Swan to support businesses with the legal requirements arising from the lockdown.
There are two resource hubs on the website aimed at assisting people with legal issues and providing information specifically related to Covid-19 and what’s to come for New Zealand businesses.
Also, DB hospitality outlets are able to access a complimentary 15-minute discussion with a lawyer from the firm regarding any Covid-related legal issues.
Millward said DB Breweries customers are set to benefit most from the initiative, with a range of commercial support in the form of stock bundles and a point-of-sale suite.
Hospitality NZ ceo Julie White said: “Hospitality is undoubtedly one of the hardest hit industries.
“DB’s Back Your Bar initiative is a fantastic package to support the industry, ultimately helping to protect livelihoods and keep this beloved part of our social fabric operating. Seeing businesses opening their doors and getting back on their feet is encouraging, and this will be a boost to many businesses who have been struggling.”
The Back Your Bar initiative is being rolled out on top of existing steps DB has taken to support its customers during this time, including an offer to provide refunds for untapped kegs to outlets holding excess stock.
The initiative is supported by DB partners Allied, Trents, and Gilmours who are covering the cost of delivering Back Your Bar stock bundles to DB customers.
About DB Breweries
DB Breweries is an iconic New Zealand company that has been part of the Kiwi landscape since 1929 and became wholly owned by The Heineken Company in 2013. DB produces and sells a wide range of high-quality beers, ciders, and RTDs, including premium global brands such as Heineken and Tiger; local favourites Tui and DB Export; and leading craft brands Monteith’s, Tuatara, Black Dog, and Lagunitas (USA). It also operates Drinkworks, which markets and distributes premium beer and cider in Australia and has a direct interest in 21 licensed premises in Auckland through Joylab, a joint venture with JAG Hospitality Group. DB has pioneered sustainability in New Zealand, with 100% of our suppliers signed up to our Supplier Code. We’ve continued with initiatives such as Beer Bottle Sand and Brewtroleum that use waste products to create new resources. DB Breweries has cut emissions in production by 47% between 2008 and 2019, and is committed to operating sustainably and supporting its local communities to prosper. Read more at www.dbsustainability.co.nz
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