‘Fake’ craft beer brewer takes over close-to-fake billboards—UPDATED

  • Advertising
  • August 19, 2013
  • Siobhan Keogh
‘Fake’ craft beer brewer takes over close-to-fake billboards—UPDATED

Lion's entry-level craft beer brand, Crafty Beggars, has launched a new ‘billboard takeover’ ad campaign.

Crafty Beggars has been criticised by other brewers and craft beer purists as being 'faux' craft beer, as it's not made in a micro-brewery and sports the tagline "a craft beer you can actually drink". 

  • Check out what Lion's Danny Phillips had to say about the launch of Crafty Beggars here

A video of the campaign, which was created by ad agency DDB, shows several people clad in dark clothing adding bits of cardboard to other businesses’ billboards, turning into billboards promoting Crafty Beggars beer. 

Those billboards are scattered around Auckland–six in total–as well as Hamilton, Wellington, Christchurch and Dunedin.

The other businesses’ billboards, however, were placed specifically to be taken over for the campaign.

UPDATE: We originally called these billboards fake, but the businesses are real and gave their permission to be part of the campaign. But DDB created the billboards specifically so they could be taken over.   

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Radio survey: More FM boasts biggest growth again, Magic waves its wand to listeners and Coast enjoys success

Radio survey: More FM boasts biggest growth again, Magic waves its wand to listeners and Coast enjoys success

Another round of radio results brings with it the news that New Zealand radio is a steady business. Commercial radio has retained its 3.4 million New Zealanders (10+) tuning in each week, giving both MediaWorks and NZME reason to celebration. We break down the results to see how More FM, Magic and Coast had standout performances, while The Breeze and Mai lost some footing.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit