For 10 years Bank of Melbourne has been the Principal Partner of Australia’s premier food and wine event. Each year we bring the partnership to life, from helping serve up Bank of Melbourne World’s Longest Lunch, on-site activations, social campaigns and overall partnership strategy.

Over the last nine years we’ve helped increase Bank of Melbourne brand awareness by 30% through on-site assets and creative, social chef takeovers, customer rewards programs and the iconic Bank of Melbourne trilby hats – that have been synonymous with the event since 2011.

In 2020, we created Taste the Rewards, a program designed to reward Bank of Melbourne customers during Melbourne Food & Wine Festival. We saw a 1000% uplift YOY on Bank of Melbourne World’s Longest Lunch presale after launching the program. Covid-19 restrictions meant the live festival was postponed, but Willett cleverly repurposed existing campaign assets to promote Taste the Rewards for MFWF’s online offering in May.

We engaged 42,374 with our social content, and our landing page had the highest dwell time on MFWF’s website with an average of 3:46 minutes spent on Bank of Melbourne’s offers page. Our understanding of Bank of Melbourne’s objectives and consumer behaviour on social media plus our in-house design and copywriting teams allowed us to achieve these results with barely any additional investment from our client.

Further highlights of the partnership include three years of our #socialfeeds campaign, where we produced Victoria’s first crowd-sourced cookbook. In 2016 we took our cookbook on the road with a food truck serving up dishes from our winning Victorian home cooks, alongside Herald Sun food editor Dan Stock and Bank of Melbourne customer Guy Grossi. All locations sold out in under four hours, Bank of Melbourne’s NPS score increased to 9.80 with 80% of participants rating their events as excellent or very good.