Campaign details

Brand: Diageo
Brand owner: Diageo Australia
Lead agency: Spark Foundry Australia, Leo Burnett Sydney
Country: Australia
Industries: Spirits & liquors
Media channels: Content marketing, Magazines - consumer, Online display, Online video, Point-of-purchase, in-store, Social media, Sponsorship - media
Budget: 500k - 1 million

Executive summary

By infiltrating the largest, and most-renowned, food platform in Australia, Diageo successfully redefined Australia's drinks culture.

To successfully encourage Australians to break away from the standard beer or wine offering, we rebranded spirits and cocktails to become the desirable "Welcome Drink"; a thoughtful and polished start to every entertaining occasion.

Through the cultural power of competitive TV cooking show MasterChef, and its well-loved host Matt Preston, Diageo created authentic content that seamlessly integrated into the food and drinks culture, demonstrating how matching a personalised Welcome Drink to food could elevate every entertaining moment.

Market background and context