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Every year Aussies devour more than 240 million fresh prawns at Christmas time, but so many inland miss out on this classic Aussie tradition.

As part of XXXX Gold’s ‘Take in the Gold’ initiative, they headed out west last Christmas with a truckload of fresh prawns and gave their mates in the bush something to celebrate.

More than half a tonne of fresh Aussie prawns were loaded onto a semi-trailer in Mooloolaba and sent out to the towns of Chinchilla, Roma and Quilpie, with the final stop being Eromanga (more than 1300kms from the sea).

Along the way, locals were stoked with their fresh prawns, with many claiming they never had one in the outback before.

XXXX also made sure to give local organisations, such as the Drought Angels, a bunch of prawns to give to out to the farmers around the area.

XXXX GOLD’s new campaign is all about inspiring Aussies to ‘Take in the Gold’ and simply enjoy time spent with family and friends under the Australian sun.

It’s the first of a bunch of activities over the coming year that will see the brand getting involved and helping to make these moments great – which all started in Eromanga last Christmas. 

The journey was captured Australia-wide across TV, radio, print and online. 

Image credit: Sarah Keayes



Over the weekend, Res Publica helped more than 12,000 Mudders get down and dirty at the latest Tough Mudder event in Glenworth Valley, on NSW’s Central Coast. Tough Mudder is an 18km mud and obstacle course designed to drag brave participants out of their comfort zones and test their mental and physical stamina while neck-deep in mud. As well as this full-length course, the weekend offered Mudders the new format of the Tough Mudder Half which is the first time the event has taken place in Australia. Still tough and challenging, yet half the distance of the full course, the event excluded the more extreme elements such as ice and electricity. 

To announce the arrival of Tough Mudder Half, the Bachelorette’s Sasha Mielczarek came on board to encourage Aussies from all athletic backgrounds and abilities to take up the challenge and commit to a new obstacle never seen before in Sydney, such as the ‘The Block Ness Monster’.


Tough Mudder is not a race, but a challenge that emphasises teamwork and camaraderie above all else. The events this weekend saw Mudders from all walks of life band together and accomplish something they never thought possible. One inspirational Mudder was Robin Braidwood who suffers from the degenerative condition retinitis pigmentosa and suddenly lost his sight ten years ago. After a gruelling five hour slog through the course, he finished to rapturous applause from other Mudders and spectators at the finish line.


White Rabbit

Happily nestled into their new home in Geelong, the team at White Rabbit have been busy developing White Rabbit RED, the first beer to come from their speciality Barrel Hall program.

White Rabbit RED is ‘barrel aged’ which means it’s a subtle blend of two beers; the first is a wild fermented brew aged in wooden oak barrels, allowing it to take on a depth of flavours. A portion of this is then blended back into a fresh, younger beer – the end result is a refreshing combination of tart cherry and red-wine like complexities. With its innovative style and ingredients, White Rabbit RED perfectly embodies the brewery’s philosophy of “Fermentation with Imagination”. White Rabbit Red Ale is only available on tap in select venues throughout Victoria and from the White Rabbit Brewery in Geelong.

To celebrate the launch of White Rabbit RED and increase awareness of the newly opened White Rabbit brewery, bespoke media kits were delivered to a range of local Geelong and national media. The campaign resulted in a combined reach of over 1.4 million across online outlets and social media channels.