Daemon 2iC was an integral part of the success of the
inaugural Chef’s Match campaign. Their engaging and
targeted communication of the brand and campaign
messages ensured extraordinary visibility and coverage
in our first year
Avi Topelberg
Brand Manager, James Squire
Great Australian Food and
Exceptional James Squire Beer
Daemon 2iC creates a culinary stir with the launch of the first ever
James Squire Chef’s Match competition
CHALLENGE
Dove tailing with James Squire’s overall strategy
to own the beer and food arena, Daemon 2iC was
tasked to launch the inaugural James Squire Chef’s
Match competition to media.
In August 2007, Sydney chefs set about pairing
great Australian food with exceptional beer in the
first-ever James Squire Chef’s Match competition.
The overall challenge for Daemon 2iC was
to educate consumers; encouraging them to
experiment with beer and food matching.
Daemon 2iC – Case Study
STRATEGY
Daemon 2iC created a two-tier media relations
campaign to infiltrate both top-tier food media and
the local press. The idea was to commit the media
as champions and supporters of the James Squire
Chef’s Match, using their influence and power to
educate consumers.
A pre-publicity campaign for medium and short
lead media announced the competition and
encouraged food lovers to visit the competing
restaurants and pubs.
Tier two focused on profiling the competition
winners and publicising the success of
the campaign.
RESULTS
Daemon 2iC secured coverage in over 30 leading
consumer and trade media during the Sydney-only
James Squire Chef’s Match competition; a massive
combined circulation and listenership of 3,654,943!
A particular highlight was a half-page feature on the
competition in SMH Good Living, including quotes
from flavour expert and judge Matthew Kemp.
Securing media coverage in over 10 local and
commuter newspapers where participating venues
are located, was another campaign highlight.
Overall, Daemon 2iC exceeded all agreed campaign
Key Performance Indicators by over 50%.

Daemon 2iC – Case Study