Case Study

Battle of the Burger

Raise awareness

To raise awareness and profile around both Tooth’s Pale and McCracken’s Amber Ale.

Drive trial

To drive product trial of their beer through our live events.

The idea

Carlton United Breweries were relaunching heritage brands: Tooth’s (from Sydney) and McCracken’s (from Melbourne).

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How did Time Out get influencers in Sydney and Melbourne excited about the relaunch? We recognised that metro audiences are burger obsessed and that everyone has their favourite. Drawing on this insight, we then tapped into that oldest of state rivalries, and pitted the best burgers from Sydney against the best from Melbourne, in a bespoke Battle of the Burger competition. We served up Sydney and Melbourne’s best burgers alongside the equally loved heritage beers.

The Execution

Driving talkability at the beginning of the event, we asked our readers to nominate their favourite burger joints. Reader nominations (with a push from the venues themselves) informed our choice of city competitors, and helped drive hype and ticket sales early. This resulted in tickets selling soon after announcement.
Based on a hugely successful Time Out New York event, The Battle of the Burger event series saw over 250 guests at the Sydney heat, 230 in Melbourne and 160 for the Grand final.
To support these events Time Out produced a four month media plan including editorial, advertising and competitions across all of our platforms, with additional promotion from third parties.

The events

Melbourne heat

The first sold-out battle kicked off in Melbourne with over 230 burger lovers filling the room to watch Mr Burger, The Arbory, Mammy’s Boy and 8bit battle it out. Guests were asked to sample all four burgers, and the vote for their favourite via a ballot box system. The Arbory Bar and Eatery took out the Melbourne heat with their secret ingredient – Vegemite – which washed down well with a McCracken’s Amber Ale.

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Sydney heat

The second event in Sydney sold out in hours. All four finalists – Burgers by Josh, Pub Life Kitchen, Mister Gee Burger Truck and Bar Luca – have significant social followings, and they promoted the event to their followers. Following the same voting format as Melbourne, Bar Luca took out the gong with their Blame Canada burger which had maple bacon and poutine, perfectly accompanied by a schooner of Tooth’s.