We decided, like all decent beer brands, Fat Yak needed to sponsor something. The only thing they could afford to sponsor (or for that matter seemed appropriate) was a yak race in Mongolia. And so the Fat Yak Cup was born. We then needed to find a delegate to send from Australia to compete in this prestigious event. We found him and alerted consumers to the race using TV ads, branded content (online and TV,) on-premise promotional devices and outdoor.

The campaign saw awareness of Fat Yak boosted from 28% to over 60%.

Fat Yak had unprecedented 16% volume uplift over the previous year. The promotion tripled the national average redemption rate for promotions.