Page 35 - Demo

AUSTRALIAN MADE NEW BUNDABERG CAMPAIGN TELLS ‘UNTOLD TALE’ A consumer shift towards nostalgia, alongside the trend to support Australian owned and operated brands has provided the impetuous for Bundaberg Brewed Drinks’ new creative direction. Founder and original master brewer, Cliff Fleming, inspired his Aussie- owned business to share their story in a poetic form. Launched on 10 December, the new campaign tells the “untold tale of the iconic Aussie brew”, with the voice of Mr Fleming, aged 77, as the narrator. This humble Australian, says the brand, has taken Bundaberg Ginger Beer to the world and has been brewing his beverages for over 50 years. They are now said to be sold in over 60 countries. “Over 90 per cent of Aussies know Bundaberg Ginger Beer but they’re not aware of the 50-year journey to become the business we are today,” Bundaberg Brewed Drinks CEO John McLean said. “It started with a humble dream and family values. In an industry dominated by large multinationals, we’re proud of remaining 100 per cent family owned and the fact we brew every beverage from our regional hometown of Bundaberg.” Bundaberg believes returning to Australia’s great tradition of bush poetry will resonate with Aussies, helping them connect with the brand’s story in a less conventional way and celebrate its 52-year history. “We're proud of being Australian made “In an industry dominated by large multinationals, we’re proud of remaining 100 per cent family owned and the fact we brew every beverage from our regional hometown of Bundaberg.” and everything that it means,” Mr McLean said. “From our farmers and brewers through to our consumers looking for homegrown products.” The poem, ‘An Ode to a Great Australian’, has been welcomed to Australian living rooms this summer through a broadcast partnership with both Seven and 10. As Australia’s favourite soft drink (according to Canstar Blue), the brand believes it is important to align with quintessential Australian content. The creative first launched during the Big Bash, followed by Carols in the Domain, and The Boxing Day Test. It is now integrated within The Amazing Race. PROFORM FOODS OPENS SYDNEY PLANT-BASED MEAT FACTORY jobs and export growth in Sydney and across the country.” Ms Andrews says food and beverage manufacturing is one of six priority areas under the Morrison government’s Modern Manufacturing Strategy. “Australians want to buy Australian made and the world wants our food too. By further growing this area of manufacturing we can create more jobs for Australians,” she said. “This is a great example of value- adding to our proud agriculture industry, and alongside our meat producers, we can capitalise on Australia’s reputation for producing safe, premium, high-quality food.” Proform Foods currently produces 28 different products, including burgers, meatballs, “beef style” strips, “chicken style” tenders and mince. The MEET brand is available at a range of supermarkets around the country and will be in “wide distribution” across Australian and overseas markets in 2021. It is claimed to already be a base ingredient in many “well-known” Australian brands. Australian plant-based meat start-up Proform Foods officially launched its $11 million manufacturing facility in November. Located at Mount Kuring-Gai in Sydney’s north, the 1600sqm “state- of-the-art” facility was opened by the Federal Minister for Industry, Science and Innovation Karen Andrews and Federal Member for Berowra Julian Leeser. Fifteen years in the making, Proform Foods claims it has perfected the taste and texture of plant-based meat. Its patented cooking technology, according to the company, means its range of products sold under the MEET brand are the closest alternative to animal meat in the market today (replicating taste and texture along with delivering important health benefits for consumers with a 4.5-star health rating). The new facility is said to be able to produce up to 5000 tonnes of plant- based meat every year using 70 per cent Australian ingredients. Proform Foods seeks to raise this to 100 per cent as the local industry matures. Proform Foods CEO Matt Dunn says the company is incredibly excited to officially open the next generation plant-based meat manufacturing facility. “The global demand for plant-based products is booming, and our Australian innovation wins on both taste and texture,” he said. “With plans already in the works to expand globally, we anticipate that the business will become a global leader in the US $4.3 billion plant- based meat industry, creating new JAN/FEB, 2021 CONVENIENCE WORLD 33