Lion’s Waikato Draught sets the local rules in a new billboard and radio campaign via King St

Waikato based, King St has developed a uniquely local outdoor and radio campaign for Lion Breweries’ Waikato Draught since being appointed to the brand in November.

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Says Shane Bloor, Lion brand manager: “The campaign is themed “local rules” and it’s all about highlighting and celebrating the Waikato way of doing things. The Waikato draught consumer is extremely proud of the Waikato region and the way things are done around here. With ‘local rules’ we’re just looking to remind people why their home patch is so great.”

Says Ami Muir, account director: “We’re long over due for a campaign that promotes our uniqueness and place in the world, and there’s no better brand than Waikato Draught to lead the charge.”

The campaign features billboards throughout the region, with nine Local Rules forming the start.

Says Muir: “We’re looking forward to developing a whole new rule book.”

Client: Shane Bloor

Media: ZenithOptimedia