DDB Group marcomms agency Mango has launched Good enough for Grandma, a new nationwide campaign for popular New Zealand chilled soup brand, Naked Locals.
Mango was charged with leading the integrated project, which included a focus on the provenance of the products, raising awareness of the brand, and inspiring Kiwis to consider the people who grow and create “the food they love to eat”.
The campaign uses traditional media relations experiential and social, with the core element centred around a social media search for two Kiwi grandmas to become Naked Locals ‘Soup-er’ ambassadors.
Once found, these experts were sent on the Naked Locals journey following the product from farm to plate, visiting their local producers in Christchurch and Gisborne, before heading to Naked Locals HQ in Auckland.
These visits were captured in three videos, posted on the Naked Locals Facebook page, which have so far generated a combined reach of over 144,000 and 2579 engagements.
Sitting alongside this activity, was a nationwide sampling tour which saw a Naked Locals van traverse the country from Auckland to Ashburton, visiting nine locations, travelling over 3000kms and handing out thousands of samples.
“Three videos posted on the Naked Locals Facebook page have generated a combined reach of over 144,000 and 2579 engagements.”
Naked Locals marketing manager Mark Roper was delighted with the diversity of the campaign: “This project has allowed us to tap into a number of different aspects of PR, social media and product sampling,” he said. “It has seen us reach customers both physically, by getting samples directly into the hands of consumers, as well as more traditionally through PR, video and original content used on our social media channels.
“At Naked Locals, we put a lot of care and effort into delivering Kiwis the best quality soup, sourcing great produce from farmers all around New Zealand. We’ve been wanting to share more of the story behind our soup for some time and working with passionate home soup makers. Grandma’s Trudi and Heather have proved to be both an effective and fun way to do this.”
The campaign also included producing biographies of the farmers behind the produce, both putting a face to the products and celebrating Kiwi farmers, as well as media relations.
A winning combo
Mango account director Ian Benet said: “Being involved in a campaign like this has been a great experience.
“Our strategy of using the winning grandmas to tell our brand story and values proved to be a winning combination. Ensuring each aspect of the project stayed on track, while complementing each other was at times challenging but it was ultimately incredibly rewarding especially when you see almost instant results.”
Video Links
- Final Factory Video
- Meadow Mushrooms Christchurch video
- Cedenco Pumpkin video
- Mt Maunganui sampling video
- Christchurch sampling video
CREDITS
Naked Locals
International Marketing Manager: Mark Roper
Senior Brand Manager: Pierre Williams
Digital and Social Producer: Laurie Crook
Mango Communications
MD: Claudia MacDonald
Account Director: Ian Benet
Senior Account Manager: Max Burt
Account Manager: Liam Britnell
Account Executive: Charlotte Caines
Senior Events Manager: Cleo Kranenburg
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