NZ Cheese Month

Categories: PRStrategy

 
 

PR

In 2018 we engaged with local media to help us promote New Zealand-made cheese in recognition of October as NZ Cheese Month.  

PR Results

  • We received more than 20 media stories including cheese recipe features across a variety of media including, magazines, radio, newspapers and online.

  • Media highlights included; stuff.co.nz, Bite (NZ Herald), Dish magazine and e-news, Cuisine, Fresh.co.nz, NZ Listener and the NZ Woman’s Weekly which had a four-page cheese recipe feature.  

 
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Strategy

In mid 2018 New Zealand Specialist Cheesemakers Association briefed Marvellous Marketing to deliver a campaign to promote sales of New Zealand cheese in October under the NZ Cheese Month banner. Marvellous Marketing devised a marketing communications strategy which included the following elements: PR via media engagement, social media, revitalised branding, business to business marketing and event marketing. 

Strategy Results

Cheese samples were shared with media resulting in coverage in Bite (NZ Herald) and Viva (NZ Herald), stuff.co.nz, a NZ Listener food column special cheese recipe feature (for Labour Weekend), NZ Woman’s Weekly, Otago Daily Times, Fresh.co.nz, FMCG Business to name a few.

  • We worked collaboratively with Dish to create an advertising and editorial print feature for New Zealand specialty cheesemakers and an online campaign to support this.

  • We evolved the NZ Cheese Month logo to create a clean, modern logo and introduced a strap line 'Celebrate Local Cheese'. The primary colours of black and gold of the NZ Cheese Month logo complemented the corporate identity colours for the NZ Specialty Cheesemakers Association.

  • Another new initiative was the development the NZ Cheese Month logo into an on-pack sticker.

  • We shared the logo widely and it was used by retailers and cheesemakers in point of sale, advertising flyers and digital marketing communications.

  • We worked collaboratively with large retailers which resulted in significant New Zealand cheese sale promotions and an uplift in sales of New Zealand cheese in Countdown, New World, Pak ‘N Save, Farro, Moore Wilson’s and Sabato.

  • We developed a digital marketing kit for cheesemakers and retailers with posters, digital social media tiles and memes.

 
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