Bank of Melbourne
Melbourne Food and Wine Festival
communications and digital
For 8 years Bank of Melbourne has been the Presenting Partner of Australia’s premier food and wine event. 2018 was the 7th year we’ve brought the partnership to life, amplifying the exclusive access to culinary talent and the festival program, on site and on social media.
The Bank of Melbourne World’s Longest Lunch is the key event year on year in the festival program. 1700 diners sit down to an al fresco three-course lunch in a spectacular setting, with a new chef and entertainement program each year, gaining $5 million PR value for the festival. Each year we amplify Bank of Melbourne’s presence with the iconic Bank of Melbourne trilby hats, an item that has become synonymous with the event since 2011!
The 2017 lunch took over iconic Lygon St with a menu from Antonio Carluccio, who the day before, featured on Bank of Melbourne’s Instagram in a takeover that helped Bank of Melbourne to have the best week on Instagram of any bank globally, both in follower growth and engagement.
Highlights of the partnership include three years of the campaign #socialfeeds, producing Victoria’s first crowd-sourced cookbook! In 2016 we took our cookbook on the road with a food truck serving up dishes from our Victorian home cooks, alongside Herald Sun food editor Dan Stock and Bank of Melbourne customer Guy Grossi, to St Kilda, Ballarat and beyond.