Foster’s has partnered with Channel 4 to commission a new, branded short form entertainment series, Helluva Tour, for its digital platform All 4. Footage from the new series, which will launch exclusively on All 4 this autumn, will be aired as idents on Channel 4 and E4 later this year as part of the Foster’s Original Comedy on 4 sponsorship.
Helluva Tour forms part of the brand’s wider partnership with Original Comedy on 4. The series will include additional short films featuring cast introductions and behind the scenes footage.
The series, which will include 10 five-minute long episodes, follows a cast of four strangers as they take the road trip of a lifetime from London to Australia where Foster’s was first brewed in 1888. Crammed into a Bedford Rascal camper van, their 17,000 mile journey will be captured through a mix of fixed-rig cameras and contributor filming and sees the foursome to take part in unusual cultural customs and challenges in along the way.
Ifeoma Dozie, Beer Brand Director for Foster’s, Heineken, said: “The Helluva Tour gives us an exciting, new way to engage with our audience. The series launches in time to maximise sales during the summer months and supports a broader set of changes being made across the Foster’s brand throughout 2015. It’s different to any other beer brand marketing and will make Foster’s stand out as the beer for this generation.”