PEPSICO
Bluebird Kiwi Flavourites Launch
Brief
Launch Bluebird’s new Kiwi Flavourites range to our nation of chip-lovers through a PR-led approach incorporating traditional media relations and social media.
Approach
Our strategy was to play up the unusual Kiwi-inspired taste combinations, have some fun with the ‘love ‘em or hate ‘em flavours, and spark talkability using a strategic media engagement plan to make headlines, supported by media kit distribution and paid influencer work.
Impact
- Announcement kicked off with Seven Sharp taking a tour of the Bluebird factory, guided by popular host Jeremy Wells.
- Secured 16 news media stories, including two TV segments, a lengthy discussion on the ZM breakfast show, and a mention in Stuff’s daily quiz on July 22.
- The flavours caused a stir on social, with Urban List publishing the news on Facebook, and 1 News sharing the flavours on their social channels, gathering more than 500 likes, 800 comments, and 200 shares.
- The majority of stock was snapped up by supermarkets within the first two weeks.
