Boundary Road Breweries: The Chosen One

Case Study: Something special was needed to help Boundary Road Brewery stand out among the ever-growing number of craft beers on the market. Something special in terms of marketing as well as taste.With a small launch budget Barnes, Catmur & Friends Auckland decided that the best way of making some noise, and at the same time ensuring Boundary Road brewed a beer that people liked, was to involve consumers in the making of the beer itself.

The agency ran press ads, billboard, reachblocks and online ads directing consumers to The ChosenOne.co.nz. There they would take a quick quiz to ensure that they had some knowledge of beer and, if successful, would go into the pool from which our 999 Beer tasters would be chosen.

Successful applicants were couriered out a pack of three beers brewed in different styles. The tasters then entered their votes online and the beer judged the most popular is to be brewed and released as The Chosen One in August.

All of the lucky Beer Tasters are to be thanked on a billboard at launch and one lucky one will receive a $6,000 micro-micro-brewery.