Here’s a great tie in from Carlton Mid Beer to help the environment and the local community. They’ve incentivised fishing in the Burrendong Dam to catch Carp which are considered pests and damaging the natural ecosystem. They have tagged one Carp and named him The Duke of Burrendong, which, when caught will earn the catcher a $10,000+ cash prize. Tieing in with the competition, Carlton are giving $1 off 6 packs for people than can show their carp at any participating retailers.
It’s quite a local campaign, but very PR-able and on brand for a Victorian Brew: http://dukeofburrendong.com.au/