Tui turns water into beer, shacks up with Burger King —UPDATED

Mitre 10 Dream Home finished up a couple of weeks back (and it didn’t quite manage to beat the 2012 numbers for The Block NZ). But Tui has created its own, male-centric dream home, with an entertaining prank that saw a number of kegs plumbed into an Auckland house so that every tap poured cold beer. 

Sean Brown, a builder, got four of his tradie mates to help play a trick on his older brother, Russell and then, with the help of a bunch of hidden cameras, captured the response when he and his wife returned home, to the joy of the men watching on from next door. 

Porter Novelli’s Aidan Cunningham was not able to be contacted to confirm who was behind the stunt (just as Moa was unable to find out who actually owned Tui a couple of weeks back). 

UPDATE: Saatchi & Saatchi is behind this one, and it’s thought to be the start of a wider campaign. 

And here’s the release: 

It took months of planning, a team of the brewery’s best beer technicians, an up-for-it plumber, 14 cameras, a heap of kept secrets and a generous helping of fresh Tui beer to turn a house-load of everyday taps into a dream come true. 

Says Corey Chalmers, Creative Director: “Tui drinkers are schemers, clever buggers and like a laugh.  We also know they don’t buy into bullshit so we needed to be totally authentic. We one hundred percent did this for real, and it shows. Luckily, our hero Russ was a master hardcase bugger himself so once the deed was done, he was completely into the idea.”

Says William Papesch, Tui Marketing Manager: “At the Tui Brewery, there’s always something brewing, and when we’re not making a quality drop our mission is to give the boys ingenious ways to get together for a few beers. Like all great plans, we’re stoked how well it all came together and we couldn’t have asked for a better bunch of guys to bring it to life. Even if we now don’t have fingernails after a hair-raising shoot.”

Guy Roberts, Creative Director: “it went without a hitch, although the plumber did have to make sure it was properly connected so we didn’t feed beer back into the city water supply!”

The campaign launched via YouTube on Sept 17, gaining nearly four million views in its first 48 hours and huge attention from the world media. Multiple versions include a seven-minute version for the whole story, a 90 second edit, with 90, 60 and 15 second TVCs to follow. The campaign includes extensive social media support, billboards, POS, online and GWP promotions.

Speaking of Tui, it’s jumped into bed with Burger King, which is creating two limited-time burgers using Tuimato and BarBTui sauces as part of a pub-themed King’s Tavern menu. 

“The Tui Brewery has been feeding the backs since 1889, so we are well aware the lads need quality sustenance before catching up for a few beers and a laugh,” says William Papesch, Tui marketing manager. “Sure, Tui is best known for our iconic beer, but Kiwis have also developed a liking for our Tuimato and BarBTui sauces. Burger King’s new King’s Tavern menu showcases these popular sauces and the fruits of a great team effort, a must try for all Kiwi lads.”

The campaign was teased on Facebook when a number of the Tui Brewery’s Yeah Right! billboards appeared with the line ‘Burger King and a brewery. That’ll never work.’ The first of two TVCs made by Flying Fish launched last week and the campaign will also include digital elements, POP, and a promotional vouchering mechanic that drives people from Burger King to purchase Tui, and vice versa. As one Facebook comment suggested, perhaps Tui will soon be in the drink dispenser. 

Credits for Tui: 

Client: DB Breweries
Jarrod Bear – Group Marketing Manager
William Papesch – Tui Marketing Manager
Mike Rutledge – Tui Brand Manager
Agency: Saatchi & Saatchi
Executive Creative Director: Antonio Navas
Creative Directors/Creative Team: Corey Chalmers, Guy Roberts
Agency Producer: Anna Kennedy
Account Team: Paul Wilson, Marcelle Baker, Jonathan Bates, Willie Lyons
Planning Team: Murray Streets, Ian Hulme

Production company: 8Com
Director: Andy Morton
Executive Producer: Katie Millington
D.O.P: Aaron Morton

Editor: Dan Kircher

Sound Design: Franklin Road
Post Production: Blockhead

Media Agency: Spark phdiq

Digital Agency: Union Digital

Seeding Agency: Giant Media and Porter Novelli International

Public Relations: Porter Novelli

Credits for King’s Tavern:

Creative Chairman                                                                     Nick Worthington

Creative Director                                                                        Levi Slavin

Art Director                                                                               Jim Walsh, Eloise Jack, Justin Wood

Copywriter                                                                                 Graeme Clarke, Salah Ben-Brahim

Group Account Director                                                           Victoria Graves

Senior Account Manager                                                           Anna Holloway

Account Director (DB Breweries)                                          Sophie Martignier

Account Manager (DB Breweries)                                         Siva Clement

Agency Producer                                                                           Katie Knight

Production Company                                                                  Flying Fish

Production Company Producer                                               Samantha Attenborough

Director                                                                                           Ryan Heron

Sound Design                                                                                 Franklin Road

Post Production                                                                             Mandy/Toybox

GM Marketing, Burger King                                                   James Woodbridge              

Brand Manager, Burger King                                                 Lauren Andrews

Marketing Development Manager, Burger King              Andrea Spearman

Group Marketing Manager, DB  Breweries                       Jarrod Bear

Marketing Manager, Tui                                                           William Papesch


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