• Australian-born lager Foster’s unveils new £6m media campaign, which sees the return of the much-loved Aussie duo – Brad and Dan
  • The typically laid back tongue-in-cheek TVC aired for the first time on 6th April during the Grand National broadcast, later rolling out to TV, VOD and social media platforms
  • Watch the 30 second TVC now here

Foster’s heroes, Brad and Dan, are back for a new multi-media campaign – that sees them once again playing agony uncles to Brits in need, providing the British public with the beer’s famous ‘no worries’ attitude.

Having made its debut during the Grand National broadcast on ITV, the £6m campaign represents Foster’s biggest advertising investment in years; estimated to reach over 20m people, and 88% of all 18-56 YOs.

Building on a much-loved legacy, the new campaign sees Antipodean ‘agony uncles’ Brad and Dan offering their uniquely optimistic and positive perspective on life from their beach-side den Down Under.

In the first 30-second spot entitled, Brother-in-Law, “Harry from Abergavenny” worriedly asks the pair what to serve his “fancy pants” brother-in-law at a BBQ. “If he wants a la-di-da, give him a la-di-dager” they reply, encouraging the Welshmen to pour the Amber Nectar into an old jam jar and call it something obscure.

A playful nod to the rise of craft beer, the comical ad reminds viewers not to take life too seriously – because life is better with a swig of Aussie perspective.

Nic Casby, Brand Director at HEINEKEN, says: “Foster’s has a legacy of making great advertising that engages people emotionally. We wanted to bring back this ‘No Worries’ brand essence and encourage people to see the pint glass half-full with a dose of Aussie positivity! 

“This campaign will add some refreshment to the classic lager category and we’re sure consumers will love it thanks to its entertaining, relatable and memorable content.”

Foster’s is brewed with low bitterness and low malt to deliver a clean, accessible taste profile designed to refresh the thirstiest men on earth. Mainstream classic Lager is experiencing phenomenal growth (+10.6%[1]) this year in the off-trade sector, with Foster’s the clear number one within the Classic Lager category and growing by 10%[2]. With Classic Lager still accounting for 44%[3] of the total beer category, retailers should focus on maximising the Classic lager range and ensuring they are getting the basics right by stocking a staple range that leads with Foster’s.

The multi-media campaign was created by Foster’s creative agency adam&eveDDB; it launched on 6th April and will roll out to VOD, social and radio.

[1] Nielsen Total Coverage Value Sales YTD data at 09.03.19

[2] Nielsen Total Coverage Value Sales YTD data at 09.03.19

[3]Nielsen Total Coverage Value Sales YTD data at 09.03.19

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