“I’ll have the Barossa thanks”

BPR developed a unique collaboration to help bring South Australia’s famed Barossa wine region to Auckland.

The campaign centred around a secret phrase “I’ll have the Barossa thanks” which allowed diners in the know the opportunity to unlock a secret menu at Esther’s QT restaurant as well as a bottle of the superb St Hugo Shiraz from the Barossa.

This playful insider element generated a buzz amongst Aucklanders looking for a dining experience with a difference and offered food lovers across the city a taste of the Barossa without leaving New Zealand.

The launch of “I’ll have the Barossa thanks” at Esther was co-hosted by St Hugo’s chief winemaker, Peter Munro and the South Australian Tourism Commission, and offered media, travel trade partners and select influencers the inside word on a new generation of winemakers and artisan producers in Barossa, highlighting the region as a fresh and exciting travel destination.

The response from Auckland’s discerning diners during the 10-day campaign was overwhelming, with multiple sold-out nights and close to 100 diners using the phrase “I’ll have the Barossa thanks”  – helping generate further awareness of South Australia’s rich winemaking heritage.