Today, Queensland born and bred Balter Brewing Co. has kicked off The Big Slab campaign, a new tourist attraction to draw attention the fight to rejuvenate the state’s tourist economy while paying tribute to a land dotted with ‘Big’ photo opportunities; the likes of The Big Banana, The Big Pineapple, and The Big Prawn are now joined by The Big Slab, sitting pretty, rising proudly on the side of the M1 at Yatala.
“We’re proud Queenslanders and The Big Slab follows our proud Australian tradition of putting massive things by the side of the road,” explains Stirling Howland, Brand Director at Balter. “A lot of people are saying The Big Slab is just a picture of a slab on a billboard, and we say to those people come down and see for yourself, just please don’t look at it from the side.’’
Could this be any more Australian? Well yes, it can and it does, by helping out the battlers, those doing it tough.
The campaign also includes a run of limited edition Balter merchandise (launching October 7th) (their tees and caps are notorious for selling out), with all money raised through merch sales going directly to the Tip Jar Fund - helping to feed, house, upskill and support those visa workers in Australia’s hospitality industry who have been left to do it extra tough for the last 6 months.
The Balter team (including co-founder/Aussie darling Mick Fanning) is also encouraging patrons to give a tip to the Tip Jar Fund for every good meal, good drink, good service, and the good time they have experienced in the past, or hope to in the future.
Why Tip Jar? “We were looking for a light-hearted way to draw attention to the serious issue COVID-19 flow-in issues affecting the hospitality industry we all love so much.” says Howland.
The sweetener on a delicious tale of beer, good deeds, and big things, is that Balter is also giving away 100 slabs of beer for the first 100 people who take a selfie with The Big Slab and post it on Instagram, Facebook or Twitter tagging @balterbrewers.
See you on the M1.
Watch the (un)official Tourism Australia video for The Big Slab here.