2017 marked 25 years of Melbourne Food and Wine festival and the 6th year for Bank of Melbourne as Presenting Partner. ‘Celebrate’ was the MFWF theme of the milestone year.
Willett Marketing amplified the ‘celebrate’ messaging by encouraging Bank of Melbourne followers to show how they come together to eat & drink. Bank of Melbourne’s reputation as a strong supporter of Victorian food & wine was cemented by targeting the broader cultural market interested in festivals.
The #socialfeeds consumer promotion asked people to post a photo showing how they celebrate with food and wine and follow Bank of Melbourne on Instagram. The competition was promoted by roving Pixta photo booth at MFWF events, by prominent Melbourne influencers such as @Georgeats and @MelbourneGirl and with Snapchat geofilters for the World’s Longest Lunch and at the House of Food & Wine.
The World’s Longest Lunch presented by Bank of Melbourne was held on Lygon Street where 1600 revellers in Bank of Melbourne triblies enjoyed a lunch prepared by Antonio Carluccio and Peter Rowland Catering. #socialfeeds had over 1500 entries and sent the winner to London to dine at Michelin-starred The Ledbury and enjoy a week's stay at the 5 star Langham Hotel. Instagram Stories featuring Antonio Carluccio and at the World’s Longest Lunch on Bank of Melbourne’s Instagram achieved over 300 views per instalment.