Aussie-owned Mistress in Venice Beach LA works on new Jagermeister ‘A Brother in your Corner’ promo with renown boxing trainer Freddie Roach
Jägermeister is proud to announce “A Brother in your Corner,” a campaign and consumer competition with legendary boxing trainer, Freddie Roach via Aussie expats Damien Eley and Scott Harris’ agency Mistress in Venice Beach, LA.
Arguably the most noteworthy trainer in boxing today and one of the greatest of all time, Hall of Famer Freddie Roach has trained 31 world champion boxers. Over the course of his career, Roach has been very outspoken about taking care of his fighters in and out of the ring, advising them when it is time to call a fight or walk away from the round. Regardless of how unpopular of a decision it may be, Roach puts his brotherhood of boxers first and lives by the same code that Jägermeister follows, The Jager Code. The code of always having “A Brother in your Corner.”
Mistress’ latest film project for is meant to replicate video submissions for Jägermeister’s contest that asks fans for creative examples of how they demonstrate The Jager Code of having “A Brother in your Corner” for a chance to win a once-in-a-lifetime trip to Vegas with 3 friends where they will receive a private training session from Roach himself, boxing tickets, dinner with the boxing great and VIP access to the weekend’s most exclusive party..
Says Harris: “It was a pleasure to work with Freddie Roach. Freddie was a part of our campaign not only because of his place in the Boxing Hall of Fame and experience training 31 world champions but because he is one who truly lives by a code of brotherhood. His job is to protect his fighters. So when Jägermeister sought to launch their campaign about responsible drinking and having your brother’s back, Freddie was the perfect choice.”
A Brother in Your Corner Competition begins February 19th and runs for 8 weeks. Each week, two entrants will advance to the final round, one based on popular vote and one Jägermeister-chosen wildcard, aptly named for Roach’s gym in LA. Those who advance due to popular vote will also receive boxing memorabilia signed by Roach. The grand prize winner of the ultimate weekend in Vegas will be hand-selected by Roach and announced the week of April 21st.
Says Roach: “Jägermeister’s “A Brother in Your Corner” competition challenges everyone to step up and show how strong their bonds are within their brotherhoods. I know these bonds well, as I believe I have lived by this code throughout my entire career in boxing. I have been fortunate to train 31 world champions yet I feel it is not always about the win. It’s about always being in their corner and having their back.”
Says Amanda Blanco, VP of marketing for Jägermeister at Sidney Frank Importing Company, Inc: “Social responsibility is extremely important to the Jägermeister brand and to Sidney Frank Importing Company, Inc. We are proud to partner with Freddie Roach to launch the pioneering ‘A Brother in Your Corner’ program which was developed to promote responsible consumption. We intend to effectively communicate the power of knowing when you’ve had enough and it’s better to sit a round out.”