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PEPSICO

Bluebird Kiwi Flavourites Launch

Porter Transformer

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.

Porter Transformer

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.

Porter Transformer

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.

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Louise Wright – Managing Director

Louise Wright is an award-winning senior practitioner with a reputation for providing shrewd strategic advice, as well as offering creative solutions, to help organisations grow and thrive.

She lives and breathes the Porter Novelli values of winning with integrity, being gutsy, having your back, and enjoying the ride.

With extensive leadership experience, she brings a cool head in a crisis, helping clients through some of the most challenging times they have faced. Louise’s career began in news journalism, followed by magazines where she headed the biggest consumer titles in New Zealand, before moving to PR.

She believes great story telling is essential for all compelling PR campaigns and is renowned for inspiring her clients to take this approach. She has an enviable contacts book and prides herself on her connections with journalists, TV producers, editors, lawyers, agents and sports personalities.

Committed to helping the next generation of communications professionals succeed, she’s a Women in MEDIA mentor and also a mentor for PRINZ. She has a BA in English literature and History, and a Diploma in Journalism.

In her spare time, she’s a school netball coach, and fundraiser for kids’ sports and up at 5am in the rowing season driving her daughter’s squad to training. She collects NZ art and loves hanging out with her not-for-profits: James and Millie.

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