Assignment and Waitemata Films are launching a NZ Brewers Association campaign this weekend that aims to bust myths and share facts about beer to help educate Kiwi consumers about what they are drinking.
Fronted by Kiwi stars Robbie Magasiva and Antonia Prebble, world champion rower Eric Murray, and Wellington soul singer-songwriter Hollie Smith, the campaign highlights the introduction of nutrition information panels on many of the Brewers Association members’ beers.
The nutrition information panels carry information on sugar, calories, dietary fibre, protein and carbohydrate content.
The ad campaign is part of an initiative called Beer the Beautiful Truth, which launched in February 2017. The initiative has seen Brewers Association members Lion and DB add nutrition information panels to the back of approximately 250 million bottles and cans to date. All products will continue to carry standard drinks labelling.
“The beautiful truth is that beer is not what people might think!”
Brewers Association executive director Dylan Firth said: “It has been a great summer for beer thanks to unseasonably warm weather, and people may be happy to know that most of the beer they are drinking is actually 99% sugar-free and preservative-free.
“Research has shown that there are a number of misperceptions about what is in beer, particularly around sugar content and preservatives,” he said. “This campaign is about providing people with nutritional information so they can make informed decisions about what they drink.
“We know that New Zealanders consume an average of 37 teaspoons of added sugar every day – six times the recommended amount.
“With this in mind, we think it is important that consumers who are choosing to have a beer are armed with the information they need to make informed choices. The beautiful truth is that beer is not what people might think!”
Participating brands include: DB Draught, DB Export, Heineken, Lion Brown,Lion Ice, Lion Red, Mac’s, Monteith’s, Rheineck, Steinlager, Speight’s, Tui, and Waikato Draught.
CREDITS
Agency: Assignment Group
Media: Zenith
PR: Porter Novelli
Production: Waitemata Films
Director: Mike Oldershaw
Photographers: Spid Pye and Vanessa Wu
Client: The Brewers Association of New Zealand
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