The Southerly is launching a new dynamic out of home campaign this week that features creations from the country’s top culinary talent.
The Masters of Invention campaign follows 20 of the country’s chefs and mixologists as they create dishes and drinks with The Southerly’s whisky-infused mānuka honey.
“We’ve been blown away by the creativity, innovation and talent displayed by our world-class chefs and mixologists,” says The Southerly director James Polhill.
“The billboards dynamically run across the network to promote the dishes and drinks plus drive capacity in the restaurants when they need it in real-time.”
A no-brainer
The billboards sites and rotations are programmatically up-weighted or down-weighted depending on how much capacity each restaurant has during the week via their online booking engines.
“We were immediately drawn to the honey due to its superior taste, texture and viscosity across the palate,” says Masu executive chef Nic Watt. “We had plenty of fun creating and integrating the honey into the menu and it’s great to see the billboards popping up across the country.”
Lumo‘s co-founder and CEO Phil Clemas adds: “It feels like we’re only scratching the surface when it comes to more innovative ways to use our network to tackle business challenges.
“We’ve been a big supporter of the hospitality industry and getting behind this initiative was a no-brainer with The Southerly.”
The campaign is currently live across out of home, magazine, digital and social media.
Tuesday, August 26
- YouTube
News
Wind powers The Southerly’s launch campaign
By StopPress Team March 21, 2025
Win powered The Southerly launch
In March, The Southerly used southerly winds to power its digital out of home launch campaign.
Lumo billboard sites were curated to mirror the target audience. They were then upweighted when the wind blew from the south by integrating weather data from MetService.
The post New campaign promotes culinary delights created with The Southerly’s whisky-infused mānuka honey appeared first on stoppress.co.nz.
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