• Cardrona Hotel

    Hospitality New Zealand’s Top 50 Gastropubs Campaign

Celebrating New Zealand’s favourite local gastropubs

New Zealand’s gastropubs are a home-away-from-home for patrons looking for great food, great vibes and yarns on tap. Collaborating with Hospitality New Zealand, we ventured on a campaign inspiring consumers to raise a glass to their local and share some well-deserved kudos. We pulled on a selection of paid media taps to encourage pub owners to register as entrants, and then for consumers to vote for their favourite spot. The result? A heartwarming, KPI-beating outpouring of support for the gastropubs of Aotearoa.


Hospitality New Zealand


Paid Media

Go to website

The Campaign

The campaign unfolded in two phases – with the first step encouraging gastropubs to participate in the inaugural competition. Our multi-channel plan starred a series of targeted ads on Google and Meta platforms designed to reach gastropub owners, managers and decision-makers nationwide.

An innovative targeting approach used a blend of first-party databases, lookalike audiences and interest-based targeting to reach the right users, supported by a Google Search campaign for relevant competition keywords.

Compelling case studies featuring fellow gastropub entries were woven into ads, organic social media posts, and targeted email blasts; helping build momentum and inspire others to join in. The Meta activity in particular was a grand success – driving a 59% sign-up rate among those who clicked on our ads. Being the first year for this competition, we’ll cheers to that!

NZ Top 50 Gastropub

Top 50 Gastropub Ads


With tons of registrations on board, it was then time to reel in the votes. Phase two shifted gears to appeal to a broader audience – Kiwis hungry to share their love for their local! Paid ads featured clear voting CTA’s, served with a side of spot prizes to pique the interest of pub lovers.

Visual placements across Meta and Google were used to evoke a sense of connection to the iconic gastropub, and drum up clicks and votes. Remarketing activity and a final email blast sent in the campaign’s closing days nudged those who had visited the website but hadn’t quite tapped the vote button yet. All-in all, 28% of those who interacted with our Meta ads submitted a vote.

NZ Top 50 Gastropubs

The Results

  • 85 gastropub entries (exceeding our 50 target)
  • 5,203 consumer votes (surpassing our goal of 5,000)

This campaign was an epic example of Kiwis supporting Kiwis to achieve success, and it generated a great buzz throughout the pub industry and in the media. It was an especially-symbolic feat as this was a brand-new initiative in 2024, and a fresh way for Hospitality New Zealand to engage its members.

At Maverick, we jump at opportunities like these – to support local, think outside-the-box, and use our digital marketing expertise to support New Zealand’s tourism and hospitality sectors.

So, next time you’re searching for a gastropub for a quiz night, date night or a just-because night, check out the Top 50 Gastropubs website to reconnect with a past favourite, or find a new brew.

Lets Talk

Ready to connect?

We're a team of tourism and digital experts who hang our hats on doing high impact work that affects your bottom line.