We were delighted when given the opportunity to showcase what Source Food has to offer advertising agencies such as Ogilvy & Mather. We came up with unique experiential activations for one of their biggest accounts, SAB, using three of their beers: Flying Fish, Castle Lite and Carling Black Label. With Flying Fish being a premium, flavoured beer, with a target market of 18 to 24-year-olds, we decided to package the beer in a beer cocktail, the perfect party drink. Enhancing the fruity notes with homemade fragrant syrups and lots of fresh fruit, we served it with a light, summery and healthy Vietnamese spring roll. The next experience highlighted the Castle Lite Extra Cold Campaign. To reinforce the message that a perfectly chilled beer enhances the enjoyment, we chose to serve oysters paired with a beer “dressing”, which had to be served chilled for maximum enjoyment. Participants added all the ingredients for the beer dressing into a cocktail shaker with a Castle Lite label and their thermo-indicator. They then shook up the dressing with ice, until the thermo-indicator showed up ice blue, signifying it was at the perfect chilled temperature to pour over the oyster. The oysters were served on smoky dry-ice, visually reinforcing the ‘Extra Cold” campaign. For the third activation we used the Carling Black Label “be the coach and get to choose your team” campaign. Participants could choose from a range of ingredients to make a bespoke canapé. The range of ingredients were selected to pair with Black Label – ensuring a delicious beer and canapé pairing. The canapés were served on boards containing the hashtag #itsmyreward and participants tweeted their chosen Carling Black Label perfect pairing canapé. The event gave us the opportunity to demonstrate how to promote a brand message through food. Food can be used to reinforce a brand message through clever visual presentation, food pairings, live demonstrations, brand activations, menu concept creation and hands-on interactive food events.