Portside Wharf

Cheese Pleaser Campaign

Portside Wharf is rapidly evolving into one of Brisbane’s best riverside destinations, as Brookfield Properties activate the precinct with unique and exciting activities. In the week leading up to Australia Day, they asked iCreate to deliver some truly mouth-watering collateral for a Cheese Pleaser Pop Up. The event was a collaboration between Portside Wharf, Moda Events Portside and The Cheese Pleaser.

Design and strategy

The creative highlighted the gourmet Australian cheeses and the apple and walnut chutney served with them, which was created by Javier Codina, chef de cuisine and co-owner of Moda Restaurant and Moda Events Portside. There was also an added enticement of fine Australian wines, sparkling wine and boutique beers on offer, all accompanied by a special picnic area installation with artificial turf, live music and DJs.


The pop-up ran from Thursday January 21st to January 24th and feedback from the organisers is it was a major success. In terms of Brookfield’s aims, it enticed more people to the precinct and gave the Portside brand an added lustre in terms of being a trendy, unique and vibrant place to be. The event left visitors with great memories of a relaxed, enjoyable and delicious day by the riverside – which makes them more likely to want to return.

The success of the pop-up also gives Portside an added dimension of being a place to expect unique events – that means people are more likely to subscribe to marketing communications so they can find out what will be happening next.




*Photographs from the day by weekend edition



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