MBM backs The Sallys

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AUCKLAND, Today: Digital media agency MBM has launched an Edmonds & Chelsea partnership with TVNZ, bringing together the two iconic Kiwi baking brands to help our vulnerable communities.

Starring Seven Sharp’s Hilary Barry, the campaign Baking for Better aims to inspire Kiwis to get in the kitchen to bake Barry’s “secret recipes” (scroll down for the link), which can be unlocked weekly at www.bakingforbetter.co.nz via a donation to the Salvation Army.

This is the first time the Edmonds and Chelsea brands have come together with a fully integrated brand campaign across TV, digital, social, OOH and instore media.

Edmonds & Chelsea marketing manager Angela Monk said: “The campaign is all about helping Kiwis who need it most, made possible by Edmonds and Chelsea’s partnership with The Salvation Army, who help support over 120,000 Kiwis every year.”

“Food is often the first reason people come to The Salvation Army for help, so being part of this inspiring campaign made sense to us.”

Salvation Army head of corporate partnerships Vanessa Ronan-Pearce said: “Food is often the first reason people come to The Salvation Army for help, so being part of this inspiring campaign just made sense to us.”

Hilary Barry said: “TVNZ 1 viewers know I love to bake, so when Chelsea and Edmonds challenged me to ‘bake for better’, I told them to sign me up!”

MBM business director Sian Kitchen said: “Bringing these two iconic brands together through a partnership with TVNZ has been a fantastic journey.

“Joining up with TVNZ enabled us to maximise scale across multiple platforms, in order to share how Edmonds and Chelsea are giving back to Aotearoa.”

The recipes appear on Tuesday nights during Seven Sharp.


Client: Edmonds & Chelsea
Head of Marketing: Katherine Jensen
Marketing Manager Baking Portfolio: Angela Monk
Head of Consumer Engagement: Ra Fletcher
Social Media & Content Specialist: Siobahn Brown
Digital Marketing Manager: Rosemary Martin
Media Agency: MBM
Business Director: Sian Kitchen
Group Business Director: Julia Evans
Client Service Director: Nicky Greville
Digital Manager: Desita Wynyard
Senior Social Manager: Nuria Ciudadd
Head of Digital Media: Emily Isle
Production, Creative & Broadcast Partner: TVNZ
Group Business Director: Karl Laurence-Anderson
Content Strategist: Sebastian van Dyk
NCA Integration: Alistair Wilkinson
Project Manager: Kayla Radich
Producer: Zoe Duffy
Business Manager: Georgina Hart
Creative Director: Dan Nelson
BlackSand (Producer): Olivia Lynd
Creative Agency: DDB Aotearoa
Charity Partner: The Salvation Army NZ, Fiji, Tonga & Samoa
Head of Corporate Partnerships: Vanessa Ronan-Pearce
Corporate Partnerships Manager: Tessa Reardon

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