We had the pleasure of working alongside TBWA to execute Carlsberg’s “Probably the Best Pie in the World” activation.

Playing on New Zealand’s love of pies, Carlsberg decided to draw their attention to this target audience by making, probably the best steak and cheese pie in the world –  made using a Carlsberg stock, with Carlsberg malted barley in the pastry. We had the pleasure of working alongside TBWA to help put together the experiential side of the campaign.

The aim of this campaign was to bring Carlsberg’s discovery of the pH scale to life in a way that would appeal to young, male beer consumers. We delivered pop-up pie windows at bars in Auckland, Wellington and Christchurch. Pie lovers could grab a cold Carlsberg and bespoke Carlsberg steak and cheese pie to enjoy. Cheers to that!