EIGHTEEN LOYAL BOWSER BEAN CUSTOMERS WERE AWARDED WITH A RACETRACK EXPERIENCE

Saturday 16 May saw Calder Park Raceway transformed into the ultimate Bowser Bean experience – the smell of freshly brewed coffee mingling with the roar of race-prepped V8 Mustangs. It doesn’t get much better than that!

Eighteen loyal Bowser Bean customers were awarded with a racetrack experience, each getting strapped into a high-performance Ford Mustang, piloted by some seriously talented drivers. Nervous anticipation gave way fast – within seconds, the “yee-hahs”, “whoo-hoos”, massive grins and thumbs-up said it all.

The Hot Laps campaign – built around Bowsr Bean’s in-store food and coffee specials – was a huge success. Bowser Bean Marketing Manager, Claire Hatty, put it perfectly, “The Hot Laps campaign has resonated with both our customers and our team, with uplift in sales and nearly 5,000 entries! The delight of the winners after their hot laps is the icing on the cake.”

Keeping everyone fuelled on track was the Bowser Bean coffee van, deployed by the head office team and serving up the caffeine, sweet treats and fresh wraps all day. Major campaign sponsor Lactalis was also present at the event with popular Ice Break and Oak samples.

Claire was also complimentary of the supplier support for the promotion, “Without the support from our great trade partners Lactalis, CCEP and Asahi, we could not activate marketing campaigns such as Hot Laps.”

Bowser Bean also used the promotion as a team incentive, with several excited site crew members attending the day and strapping in for some hot laps of their own.

The newly livered Bowser Bean Fastrack Mustang made its first track appearance. Between sessions, the crowd was treated to hero laps from some of Bowser Bean’s iconic promotional vehicles. The classic XR8 Brute Ute, courtesy of UCB, showed that it is still iconic; and the 1965 Bowser Bean GT350 Fastback Mustang proved the age-old adage that there is no making up for cubic inches. 

Hot Laps was a day that captured everything Bowser Bean is about – rewarding our community, celebrating our team, and doing it all with a little bit of horsepower.