Bundaberg Brewed Drinks has launched a new campaign celebrating family, place and tradition to coincide with the 80th birthday of its founder and master brewer.
Cliff Fleming will mark the personal milestone on 1 June, more than five decades after he started the family-owned business with his parents and wife Lee.
In recognition of the occasion, the master brewer will appear as the face of a campaign that captures how he has influenced the Bundaberg region and the taste, quality and ingredients of his products.
The hero asset is a video titled ‘A Brew Master’s Journey’, which features cinematic footage of the regional town and brewing process, intimate photos from the family collection and Mr Fleming behind the wheel of his own, original Bundaberg delivery truck.
Narrated by the man himself, the accompanying voiceover highlights traditional brewing techniques, his love of Bundaberg and the brand’s iconic bottle.
Bundaberg Brewed Drinks CMO Penny Glasson says the campaign taps into the sense of nostalgia felt by many of the brand’s customers.
“As a family-owned business that has achieved global success, we have a story that resonates with the everyday Australians who enjoy our products,” she says.
“Cliff embodies the simpler times that so many people yearn for and his 55 years in the business gives him the credibility to reflect on how far the brand has come since its humble beginnings in the 1960s.
“There was no script proposed for the video. It was simply asking Cliff to start from the beginning and share his story. This is the definition of authenticity.
“By combining archival photos from the family collection with stunning modern-day imagery, the campaign is a fitting tribute to our founder as he celebrates his 80th birthday.”
The campaign will feature on YouTube, social media, paid digital, radio and TV.