AUCKLAND, Today: An innovative campaign for T&G Global’s Orchard Rd fruit brand created by Parnell-based agency Lachlan McPherson & Friends with Seed Advertising Auckland has been named national winner for Small Budget Marketing at the 2019 Australian Marketing Institute Awards.
Each year the awards showcase brands, stories and accomplishments from novel and effective marketing practices.
The Orchard Rd campaign deployed social media, in-programme brand integration, integrated magazine and real-time precision-targeted mobile digital to achieve 77% sales growth on the previous year.
This year there were over 200 entries and 120 judges.
“The campaign deployed social media, brand integration, magazine and precision-targeted mobile digital to achieve 77% sales growth.”
Auckland-based Cecilia Flores Paez, global brand portfolio manager for T&G Global, said: “We are thrilled to be recognized in Australia for the launch campaign of our Orchard Rd brand.
“The insights and recommendations provided by the team were very valuable and they jumped at the challenge of making a small budget go further via precision marketing.
“As a result, we achieved great sales, targeted store activations and great shopper engagement which cemented our presence on supermarket shelves. We are now implementing the same approach in other countries as we expand the brand globally.”
The Orchard Rd brand began with gold kiwifruit and blueberries. Orchard Rd now also includes citrus, grapes, sugar plums and cherries as the colourful brand’s success has expanded and is resonating with consumers in Australia, Japan, Singapore, Thailand, Vietnam and China.
L&F founder Lachlan McPherson said: “T&G Global values fresh thinking and is continually developing new ways to grow and thrive in markets all around the world. It is exciting to see our creative collaborations receiving recognition as well as sales results.”
- View all winners here
- www.lachandfriends.com
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