Saatchi & Saatchi New Zealand aims to brew a new legend for Tui via ‘true tales’ campaign

Tui Brewery and Saatchi & Saatchi Auckland launched a new campaign over the weekend for New Zealand’s most popular beer brand. The idea ‘brewing legends since 1889′ is based on the insight around Tui drinkers’ love of storytelling over a few beers.

Hamish Rothwell from Goodoil Films directed the TVC. The POS, print, promotions and more digital content will rollout over the next few weeks.

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Says Saatchi & Saatchi group account director Mark Cochrane: “When you get Tui and the boys together legendary stuff happens. The launch TVC is about one such occasion. It’s based on a true story of a few boys that played a game of golf cross country, from the 9th hole of the local golf course back to the iconic Tui brewery.

“The brand idea of ‘Brewing legends since 1889’ is a real truth as men across New Zealand have been having legendary sessions with this legendary beer for years now – we’re simply going to spin a few of these yarns on screen, fuel the conversation around them and then digitally inspire a few more sessions to happen for real.” 

Says Saatchi & Saatchi executive creative director Dylan Harrison: “Tui has a great legacy of iconic advertising, no doubt about it. But when we got talking to the brewers over a few of Mangatainoka’s finest, the true stories that were coming out were so much more interesting than anything you could make up.

“Our drinkers find the authenticity of Tui irresistible, so our goal was to build the advertising around the true character of the brand.”

Adds Tui marketing manager Jarrod Bear: “We’re rapt with the new campaign, the Tui drinker has always been at the heart of the brand’s activity, so it’s fantastic one of the many real legends out there can be re-told and passed on for others to enjoy”.   

Agency: Saatchi & Saatchi, Auckland 

Online Content: Gorgeous Films

Group Account Director: Mark Cochrane

Clients:  Jarrod Bear, William Papesch, Rene de Monchy, Clare Morgan