Diary: Hit or Miss... BBQ Week sponsor spat
The war of words between the National BBQ Association (NBBQA) and Foster's saw the former actively promoting the end of its relationship with the lager brand - and, simultaneously, the fact it was looking for new sponsors. NBBQA, advised by Nexus Communications, 'went proactive' as part of its campaign to position barbecues as 'sophisticated' . Foster's agency Cairns & Associates insisted 'it was agreed in December that Foster's wouldn't sponsor the week in 2005' but added: 'Fair play to NBBQA for using this as an opportunity to flush out new sponsors'.
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