Youtube VideoDB went to great lengths to launch its Monteith’s Single Source ultra-premium lager last year. And now an ad for the brand has hit Kiwi TV screens for the first time in five years, with a new agency in tow and a new branded reality show soon to air on TV ONE.
Running With Scissors was behind the successful launch of Single Source and commissioned the documentary that was filmed by Zoe McIntosh (the new TVC is edited footage of that). But, as is often the case in advertising, sometimes a good job isn’t quite good enough and Colenso, which also recently won Les Mills International, has hopped on for a hoon.
“Working on beer is awesome and we are thrilled to get a chance to work on another great DB brand with Monteith’s,” says Colenso’s managing director Nick Garrett. “Just in case people thought the black bottle was an act of patriotism we thought we had better explain it was all about protecting an incredible beer. Lots more exciting stuff to come.”
Rene de Monchy, DB’s consumer marketing manager, was full of praise for Running With Scissors’ creative approach after the launch. But Colenso, which already handles the DB Export account and gave the brand a big refresh with ‘Beer: The Untold Story’ last year, is obviously on the hunt for new business after the departure of Vodafone and there have also been some changes in the DB marketing ranks, with DB Export’s Dave Shoemack heading to Amsterdam, past-Monteith’s marketing manager Russell Browne replacing him and ex-Heineken brand manager Jennie Macindoe taking over Monteiths.
Added to that, it was always the plan to move the brand to TV this year and Colenso has more of a strength in that area.
Away from the agency changes, Monteith’s is also dipping its toes in the waters of branded content with a new television series called the ‘Monteith’s Wild Food Challenge’, which starts next Thursday on TV One at 9:30pm.
The series follows two locally-based chefs, Englishman Mark Southon and Kiwi Wylie Dean, as they embark on a road trip to sample entrants’ wild food dishes and beer matches in the 14th annual Monteith’s restaurant competition. Along the way the pair try catching and cooking wild food alongside 14 of the 80 entrants that took part in the Monteith’s Beer and Wild Food Challenge this year. They also encounter local suppliers and identities in the towns and cities they visit.
“Taking part in the show is a huge opportunity for the chefs involved in our annual wild food challenge but it also demonstrates just how exciting and easy it can be to match great but interesting food alongside our beer,” says Macindoe. “I hope the series inspires more people to try their hand at combining beer with food, especially over summer when a cold beer over a barbecue is the iconic Kiwi dish.”