Carlsberg takes on the humble steak and cheese pie with TBWA

TBWA Auckland and Carlsberg have taken on the steak and cheese pie, by creating a unique version using Carlsberg ingredients, including yeast and malted barley.

In one of the 15-second TVCs, it asks if you can “make probably the best pie in the world from probably the best beer in the world?” with the answer being “probably”.

People are able to try the pie at a pop-up in Imperial Lane, Fort Lane today from 4pm to 7pm. 

The origin of the project links back to the pH scale, which Carlsberg invented over 100 years and in doing so, revolutionised the Carlsberg brewing process and countless other fields, including agriculture.

Today farmers use the pH scale to measure the quality of their soil when producing the finest meat and vegetables and it’s these ingredients that have gone into the creation of the Carlsberg pie, along with the beer itself. The project partnered with local pie company Heaven Scent Food Co. 

Executive creative director at TBWA Christy Peacock says the challenge was to bring Carlsberg’s discovery of the pH scale to life in a way that would appeal to a younger, male beer drinker.

“We needed an experiential idea that would take the beer and the pH scale to them, so we decided making probably the best pie in the world was the sweet spot. The idea needed to live where these guys do so we created a fully integrated, multi-channel campaign. Many late nights of beer and pie tasting were needed to crack the perfect recipe.”

Independent Liquor group marketing manager Anna Lawrence says TBWA created a fully integrated experiential campaign in response to the brief.

 “Video content, street posters, radio integration, social media, experiential and we have received a huge amount of PR, driven by TBWA Group’s Eleven PR. Our media partner OMD delivered all paid media placement and the project has been a huge success.”

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