Get ready for YAKtion
Fat Yak beer has prospered during the Australian craft beer revolution, finding its way on to the taps of many Australian bars. Like other new brewery success stories like Blue Tongue before it, Fat Yak is now looking to hit the mainstream. And with a new, and pretty weird, campaign, they just might do it.
The beer, which was launched two years ago by Fremantle’s Matilda Bay Brewery CO, is running a national competition through sales of slabs and six-packs offering the chance of racing a real yak in Mongolia.
Fat Yak says it will be investing its “entire global sponsorship budget” on the promotion, and have produced TVCs filmed in Mongolia to screen on “those new digital stations mostly aimed at guys”. A microsite, posters, coasters, table cards and fridge decals round out the big marketing effort,
"We initially thought we’d go to Mongolia, set up one of those corporate marquees at a yak racing event and fly in some dignitaries,” says creative director of Clemenger BBDO Melbourne Damian Royce. “After discovering there were no race meets to sponsor, we decided to create our own, the Fat Yak Cup.
“As for the race itself, all I can say is good luck to the promo winner, as going by the Yak riders we met while shooting, the local competition will be fierce."