Problem

Swamped by a tsunami of craft brands entering the market, Mac’s was faced with declining sales and market share – and a brand that meant nothing and had no relevance.

Approach

The idea, “Here’s to Interesting”. Being interesting is at the heart of the craft category – interesting beers, interesting things to talk about, and interesting marketing. Mac’s became a modern, quirky and very interesting brand that our drinkers wanted to engage with and had 20% growth year on year for two years in a row, becoming New Zealand’s number one craft beer by volume.