Barossa. Be Consumed ad campaign
The South Australian Tourism Commission has recently launched a multi $million advertising campaign promoting the state’s ‘jewel in the crown’ tourism region, the Barossa Valley. The successful advertising agency was kwp! having responded to a brief that required the region to be sold as having much more to offer than just its world famous wines.
James Rickard, kwp!’s creative director, says “Two things set this region apart from all other wine districts. The people and the dirt. It’s a very tight knit community of passionate wine and food artisans and their connection with the unique soil that combines to create such exceptional products. It’s that relationship we wanted to capture. And he adds “For people who thought they knew Barossa, it’s time to think again. For those who are part of the rapidly growing culinary tourism sector and seeking quality, authentic, and handcrafted foods of provenance, Barossa and indeed South Australia, are the destination.”
Click here to see the ad
A little controversial is the selection of Nick Cave’s Red Right Hand soundtrack, with it’s somewhat dark lyrics, but it’s definitely got people across the country and overseas talking about the Barossa and South Australia.
Wine appreciators have long known that the Barossa boasts some of the oldest soils of any wine region in the world, the soil types including laterite (ironstone) rich red terra-rossa, grey schisty loams, through to surprisingly aerated Biscay clays ….and the deep, fertile sands of the North Para. Many may not know that the altitude (height above sea level) and temperature range is similar to appellations of the famous Rhone Valley produce area of France, hence the common grape varieties grown.
The Farmers Market of Angaston, now held every Saturday from 7.30am to 11.30am, is a fabulous showcasing of the region’s produce, which is fast building a brand recognition of great substance. Still strongly influencing is the German and British heritage, which brings a wholesomeness and richness of food styles, like the people of the Barossa themselves. It’s a passion about things good and natural.
Fifty years ago the Barossa was a major fruitgrowing region, the continental climate ideal for growing a wide range of stone fruits and vegetables. But consistency of size and quality are modern day requirement for supermarkets, this heavily influenced by water supplies. The Riverland region, Adelaide Hills and Virginia regions have had natural water advantages that meant many Barossa orchards and gardens became uneconomic, as did many other forms of intensive agricultural production. But the likes of Maggie Beer, Gully Gardens, Angas Park, Barossa Cheese, Barossa Fine Foods, Carcoola Jersey, Wiech’s Egg Noodles and a host of smallgoods and free range egg producers, have turned this around. Today, the produce of the region is second to none in variety and quality.
Go to any one of the fine dining restaurants, bakeries and cafes of the Barossa, and you will find the culinary delights are heavily influenced by the wonderful local produce sourced. The Barossa has become a foodie’s paradise. Combine this with the ambiance of the region’s vineyards which includes some of the oldest commercial vines in the world, some planted in the mid 1800s, the superb wines, the wonderful architecture of Chateau Yaldara, Chateau Tanunda, Yalumba, Seppeltsfield, Wolf Blass and the many boutique cellar doors, visitors are unlikely to leave underwhelmed.