New Foster's ads highlight Aussie heritage

Foster’s has launched a series of ads starring TV presenter Rick Edwards that highlight the brand’s Australian heritage.

The humorous executions show Edwards carrying out a series of trials that recreate the difficulties the lager’s founders, William and Ralph Foster, had when they first brewed it in 1888.

In the ads Edwards has to transport a giant block of ice a hundred yards to a pub, build a steam engine and track down Australian yeast.

The films will be shown on YouTube and social media.

Heineken brand director Ifeoma Dozie said: “The story behind a brand is becoming an increasingly important factor for consumers when choosing a lager. We are very proud of our Australian heritage and felt the story of the Foster’s brothers is one worth telling. This series taps into this need, offering drinkers an in-depth insight into Foster’s history and increasing interest in the brand across the market. We’re confident our partnership with Rick will help the brand connect to a new generation of consumers and raise the profile of the brand and its heritage among a younger audience.” 

Related articles: