Objective
Monkey Shoulder needed a new generation to order an Old Fashioned. The cocktail was a classic, which is another way of saying it belonged to someone else’s era.
Insight
Australians are bored of trend-led food and drink, 59% told us so, while 57% said the things they love most are the ones they grew to love. An acquired taste has become the quiet flex.
Idea
We took over Vitelli’s Upstairs and asked chef Mitch Orr to build a five-course menu from flavours people learn to love, oysters, anchovies, steak with a Vegemite jus, each paired with a Monkey Shoulder Old Fashioned. Secondz co-founder Taf Chiwanza hosted a sitting for media and creators, then a second one for the public, surrounded by sculptures and projections drawn straight from the research.
How it earned attention.
Earned opportunities to see
8.3M+
Coverage hits
22
Social clippings from the night
55
For the public dinner to sell out
2 hrs
