New Foster's ads highlight Aussie heritage

18 September, 2015

Fosterís has launched a series of ads starring TV presenter Rick Edwards that highlight the brandís Australian heritage.

The humorous executions show Edwards carrying out a series of trials that recreate the difficulties the lagerís 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: ďThe 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 Fosterís brothers is one worth telling. This series taps into this need, offering drinkers an in-depth insight into Fosterís history and increasing interest in the brand across the market. Weíre 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.Ē†

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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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