Tooheys ‘New Crew’ meets target of one million beers worth of favours – Lion to extend campaign for another year

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Origin legends.jpgTooheys New has revealed the huge success of the ‘Tooheys New Crew’ campaign, which in its inaugural year, has seen it deliver one million beers worth of favours to communities across NSW following the success in Casino last weekend.

The Tooheys New Crew came from the idea that Tooheys New is the official currency of the beer economy. We all know how the beer economy works. A mate does you a favour and you say thanks with a beer.

The Tooheys New Crew is a team of skilled tradies and good mates, headed by rugby league

legend Paul ‘The Chief’ Harragon, who have travelled all over NSW completing favours in the form of building projects, at no cost to the local community.

(Pictured are NSW Origin legends Brett Kenny and David Peachey).

The Tooheys New Crew will do any building project that will make a lasting difference to the local community. Projects have ranged from a renovation on a local community centre, sprucing up a local sports ground through to helping to provide beach access again for the local SLSC, following storms.

PR and social media have been used to drive engagement and awareness of the brand’s

involvement across 16 projects. The campaign has delivered one million beers worth of favours which equates to $1,660,000 and generated huge community involvement at a local level, as well as mass awareness through nearly 400 media articles (combined circulation of over 6 million).

Lion Brands Director Jon Bradshaw says the campaign certainly went above and beyond its year one objectives and drove considerable engagement with local communities that have supported the brand for the last 80 years. Often over 100 local volunteers have rocked up to lend a hand and local businesses have chipped in upwards of $10,000 in cash or in kind.

Says Bradshaw: “We’ve had such an overwhelmingly positive response to the Tooheys New Crew campaign in its stellar first year that we will continue it again this year and hope to take it even further.”

volunteer1.jpgThe crew completed various projects all around NSW – for the Currajong Disability Centre in Parkes, Shortland Devil’s Home Clubhouse, Maitland Federation Centre, Cudgen Headland SLSC in Kingscliff, Glen Innes Rescue Squad’s training room, Police-Citizens Youth Club in Armidale, a camel enclosure in Cobar, Orange CareWest Lodge, a community area in Mudgee, Grafton Rhinos Sporting Centre, Erskine Park Community Centre and Brothers Senior Rugby League Club in Penrith, Paraquad facilities in Auburn, South Maroubra Surf Lifesaving Club,

Toukley District Cricket Club and Windara Communities Limited in Casino.

Gus Guthrie, MD of the agency who created the campaign, Momentum Worldwide, says: “I sat in the pub in Orange when a member of the public came up to the Tooheys New Crew and personally, and very emotionally, thanked them for helping the local community following the reno done for the local cancer after-care centre. It sent a tingle down my spine. This is a great example of a brand giving back, doing good creating enormous brand goodwill and being part of the conversation.”

Project ideas for the Tooheys New Crew can come from anyone in the community and can be submitted online.

Agency Credits:

Saatchi & Saatchi: Advertising

Momentum Worldwide: Public Relations, Social Media, Experiential, Sponsorships,

Promotions

Holler: Digital