TBWA\Auckland & Carlsberg create probably the best pie in the world

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TBWA\Auckland and global brewing masters Carlsberg have created a fine edible they’re calling “probably the best pie in the world right here in New Zealand”. 

Kiwis are huge pie fans. According to Food Standards Australia New Zealand, the average New Zealander eats 15 pies a year (that’s 66 million!). Building on this pie love, Carlsberg and TBWA gave the good old Kiwi Steak & Cheese an upgrade.

Partnering with local pie royalty, Heaven Scent Food Co, they created a mouthwatering recipe using grass-fed Angus beef, marinated in a special blend of herbs and spices and cooked low and slow in a Carlsberg stock and a medley of summer vegetables.

The deliciously buttery, savoury short pastry is made with Carlsberg’s malted barley, and – to ensure no beer ingredient is left out – there’s even yeast extract under the New Zealand emmental cheese on top.

The origin of the project links back to the pH scale, which Carlsberg invented over 100 years ago in 1909. It revolutionised the Carlsberg brewing process and countless other fields, including agriculture. Farmers today use the pH scale to measure the quality of their soil when producing the finest meat and vegetables and it is these ingredients that have gone into the creation of the Carlsberg pie, along with the beer itself.

“Pie and beer lovers are experiencing probably the best pie in the world at a pop-up Carlsberg pie window in Imperial Lane, Fort Lane Auckland today (Friday 15 December) 4-7pm.”

Executive Creative Director TBWA Christy Peacock says, “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.

“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.”

Pie and beer lovers are experiencing probably the best pie in the world at a pop-up Carlsberg pie window in Imperial Lane, Fort Lane Auckland today (Friday 15 December) 4-7pm.

Independent Liquor Group marketing manager Anna Lawrence says, “TBWA created a fully integrated experiential campaign in response to our brief – video content, street posters, radio integration, social media, experiential and we have received a huge amount of PR, driven by TBWA Group’s Eleven PR.

“Our media partner OMD delivered all paid media placement and the project has been a huge success.”

Pie lovers can still experience probably the best pie in the world with a cold glass of Carlsberg today (Friday 15 December) from 4-7pm at Imperial Lane, Fort Lane Auckland.

The PH scale 

The 5sec spot 


Client: Independent Liquor NZ
Group Marketing Manager: Anna Lawrence
Senior Brand Manager: Laura Youngman
Product: Carlsberg
Campaign Title: Probably the best pie in the world
Creative Agency: TBWA Group NZ
ECD: Christy Peacock
CD: Julian Andrews
Designer: Chris Leskovsek
Managing Director Eleven PR: Angelina Farry
Account Director: Aimee Knox
Account Manager: Chloe Lim
Agency Producer: Jodie Hari
Production Company: Assembly
Director: Jonny Kofoed
3D Artist: Gary Sullivan
2D design: Leonel Zarpelon
Typeface: Georgia Wales
Producer: Clare Bone
Original Music: Assembly
Sound Design & Mix: Liquid Studios
Media Partner: OMD/Fuse
Event Partner: Brand Spanking

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