Following the horrific bushfires that burnt through Victoria and New South Wales, a group of Melbourne-based women put their marketing smarts together to encourage Aussies to grab their esky and head on a road trip.
The social media campaign #EmptyEsky blew up as it encouraged people to go on a foodies road trip to the regional towns that had been affected by the fires. In conversation with AdNews, find out why they kickstarted the campaign and how it still lives on today during the pandemic.
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