After winning the business in February, Auckland communications agency Undertow Media last month released its first campaign for Kiwi-owned and operated burger chain, Better Burger.
With a story to tell about its 100% compostable packaging, Undertow Media saw the opportunity to go big and get the fast food business on the map with a tasty, topical campaign.
“We took a spoonful-of-sugar approach to talk about sustainability in a fun way,” says Undertow Media’s creative director Imogen O’Neill.
“Taking compostable packaging to the extreme, we thought, why not eat it?”
The campaign used international Earth Day as a platform to announce Better Burger’s sustainability news with an edible packaging stunt.
“Better Burger’s story scored 42 times – on 1 News, The AM Show, Newstalk ZB, Radio Live and Herald on Sunday.”
“Earth Day comes once a year and we had one chance to get it done right,” she said. “The opportunity to tap into this internationally recognised celebration was too good to pass up.”
With a six-week lead time, Undertow Media researched and rigorously tested a number of edible packaging prototypes. The agency settled on bespoke, branded edible paper that was popular with news media.
Better Burger’s edible packaging story scored 42 pieces of editorial media coverage including 1 News, The AM Show, Newstalk ZB, Radio Live and Herald on Sunday, ensuring countrywide attention for the burger chain and a healthy turnout on the day.
Better Burger general manager Rod Ballenden said: “This isn’t the last you’ve seen of Better Burger. We’re proud to be a Kiwi company doing business differently and we look forward to getting our teeth into the next campaign.”
Agency: Undertow Media
Account Director: Gina Williams
Creative Director: Imogen O’Neill
Account team: Matt Bain, Vicky Harland, Debs Sim
General Manager: Rod Ballenden
Graphic Design: Matt Waymouth
Social media: Jordan Ranson
Undertow Media is a full spectrum communications agency delivering public relations, social media and events services to a range of clients including Roadshow Films, Alibaba, Freedom Furniture, Mecca, Fujifilm, Vocus Group, Witchery and Samsung.
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