Why we did it

After two years of restrictions and lockdowns for Aotearoa, we're well aware of the impact Covid-19 has had on our mental health, or the mental health of our friends and whanau. For many, the services that Lifeline provides is now more important than ever, so it was a surprise to us that the government had pulled funding for Lifeline, making it difficult for their team to continue to do the incredible work that they do.

Beard Brothers wanted to acknowledge the tough times people have had, remind them that it's OK not to be OK, and that there is help out there - all while serving up our Happy Bangers!

Our Goal was to find a way to create awareness for the amazing work that Lifeline do, while also raising funds for the organisation to do what they do best - Save kiwi's lives.

Introducing The Happy Banger Tour.

What we did:

The Beard Brothers crew toured the length of the country for four weeks visiting 1-2 new sites daily. The team promoted Lifeline and the Happy Banger for the duration of the tour, cooking up sausies, sharing daily updates on social channels, alongside instore promos put on by selected Foodstuffs supermarkets.

10 cents from every pack of Happy Bangers sold through Foodstuffs also went directly to Lifeline. Through community BBQs, promotion activity, PR and giveaways, Beard Brothers achieved their goal to not only raise as much money as they could for Lifeline, but to also raise awareness for the brand.

Results:

With Kins management, Beard Brothers gained coverage with Total REach for the campaign to 3,433,400! Reaching our audience on TV, Radio and Print, with a segment on TV 3’s The Project, articles on Stuff, NZ Herald, NZ Rugby Magazine, NZ Classic Driver, social mentions via Jay reeves, Duncan Heyde, and a half day event with The Rock, interviews with The Breeze, teamed with our own social media, our Happy Banger Tour reached far and wide!

Our online community saw 2170 new followers organically, with what was already high engagement on each post, increased with the tour.