Radio Hauraki launches 10th Beer & Pie July campaign

Radio Hauraki has launched its 10th Beer & Pie July campaign, marking a decade of one of the station’s signature promotions.

Over the years, Beer & Pie July has become known for its ambitious, cinematic productions, with fan-favourite campaigns including ‘The mile pie club’, ‘Pour of duty’ and ‘Pie-kings’, says Hauraki.

Drawing on its pirate-radio origins, Hauraki embraces its “pie-rate radio station” identity this year, partnering with Dad’s Pies for ‘The pies that pay’ campaign.

The campaign premise sees a treasure chest packed with Dad’s Pies hiding $20,000 in cash, with listeners given the chance to win a slice of the loot across July when they hear the pie-rate call and ring 0800 HAURAKI.

Reflects the personality

Kate Britten, Radio Hauraki promotions director, says the annual campaign has become a creative showcase for the station.

“Every year we challenge ourselves to create something bigger, funnier and more memorable than the year before. It’s not just about the prizes but creating entertaining content that reflects the personality of our radio station.

“The creative direction comes from within the Hauraki team, and many of the funniest moments happen spontaneously on set. We’re incredibly lucky to work with radio hosts whose experience spans television, film, writing, producing and directing across both comedy and drama.

“Combined with the expertise of the NZME Vision team, who film and edit our campaign videos in-house, we’re able to create content with a cinematic quality that stands out while staying authentically Hauraki,” says Britten.