I wrote a series of branded videos and supporting advertorials that showcased Yalumba’s range of premium wines while encouraging Australians to visit regional restaurants during international and interstate travel restrictions. In each video, delicious. editorial director and Escape editor-in-chief Kerrie McCallum interviewed a leading chef who shared their thoughts on pairing one of their favourite dishes with the perfect wine.

Results:

Yalumba was the best-performing campaign ever on the News Corp network, out-ranking all previous campaigns on effectiveness metrics. It was also Kantar’s best-ever result for brand consideration uplift on a content-led campaign.

In this branded video and immersive digital content in The Australian, comedian and wine enthusiast Merrick Watts shares his thoughts on entertaining friends and pairing food with wine, while showcasing Hardys' range of premium Tintara wines.

This commercial for Tooheys New was one of a series based on the strategy of ‘reward for ingenuity’. In this execution, an average bloke is about to watch the footy with his mates. His sister suddenly turns up and asks him to mind her baby for a while. But of course, the baby won’t stop crying. How does he use his ingenuity to rectify this tricky situation?

In a beer market that was becoming less and less ‘masculine’ in terms of imagery, this campaign sought to de-position our competitors by reinforcing the strong, bitter taste credentials of Tooheys Red. Launched with a 2-minute cinema commercial and supported by outdoor, print, POS and trade material, this campaign halted a decline in market share, as well as permeating the consciousness of every aspiring Barramundi fisherman in the country, culminating in a 6-page article about the making of the campaign by a national fishing magazine. It was a finalist in two categories and won Bronze at AWARD, and was highly commended and won two trophies at ATV.