Twinings Australian Afternoon Tea

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Twinings Australian Afternoon Tea

To achieve Twinings' vision of market leadership in a mature declining category. The campaign needed to highlight Twinings' history of producing premium teas, be PR able, scalable, engage tea drinkers and non-tea drinkers, and achieve the brand vision.

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GLAD - 'Keep it fresh'

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GLAD - 'Keep it fresh'

Australians throw away 20% of the food they buy every year, mostly because there is little understanding of how to store food, increase shelf life to minimise wastage. In October 2014 Glad launched their new improved GLAD and required a campaign to promote the new iteration. AC Agency created and executed the ‘Keep It Fresh’ campaign, a multi-faceted strategy engaging directly with GLAD’s target customers. 

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Famous for Bega

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Famous for Bega

Bega was flat-lining as a brand with no new product development in the offing. Bega wanted a good shot in the arm and remind consumers of the brand. 

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Boutique Le Drunch Launch

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Boutique Le Drunch Launch

EVENT | MEDIA RELATIONS | SOCIAL MEDIA CAMPAIGN | GRASS ROOTS LOCAL MEDIA | CELEBRITY


BRIEF

 

To achieve Twinings' vision of market leadership in a mature declining category. The campaign needed to highlight Twinings' history of producing premium teas, be PR able, scalable, engage tea drinkers and non-tea drinkers, and achieve the brand vision.

BIG IDEA AND CAMPAIGN THOUGHT

We wanted Australians to feel ownership of the brand, to ignite passion for tea and create huge talkability with a sustainable, newsworthy campaign.

INSIGHT

Maille Mustard has three mustard boutiques in the world. One in Paris, one in London and their third boutique in Australia, La Maison Maille at Ritchies in Mount Eliza. Maille were opening the doors of its first Australian Mustard Boutique, La Maison Maille at Ritchies IGA in Mount Eliza and were going to launch 22 mustards, vinegars and vinaigrettes 

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THE MECHANIC

  • We created a five phase campaign including a grass roots local media announcement
  • We held a media event we called Le Drunch with Adrian Richardson showing how to use mustard in creative ways
  • We orchestrated an intensive national media campaign
  • We managed a Sydney media sampling campaign. 

THE RESULTS

  • 186 pieces of coverage, the KPI was 27

  • Audience reach was 6,898,315 


WHAT THE CLIENT SAID.

“It was a pleasure to work with AC Agency on the launch of the first La Maison Maille Mustard Boutique at Ritchies IGA Mount Eliza in Australia. AC Agency worked to a tight timeline to create and execute a wonderful event for Maille with impeccable attention to detail, including a six-course meal held in a shopping centre in the Mornington Peninsula region. The media coverage focussing on this launch event exceeded all KPI’s, and created an international standardforMailleBoutiquelaunchesworldwide.Wenoticedadirect impact on sales, with the Maille boutique exceeding all expectations in Australia and internationally in it’s first month of trading.” 
MARK GLUCK, MENORA FOODS

In today’s tough and competitive business world, it’s just huge that we can work with amazing partners in collaborative harmony, on projects that are pioneering, exhilarating and rewarding. AC Agency - all of you have opened a new horizons for our business and your enthusiasm has inspired us to keep the momentum at fever pitch. 

DANNY GLUCK, MENORA FOODS


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Jenny Craig and Magda Szubanski

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Jenny Craig and Magda Szubanski

PUBLICITY | CELEBRITY SOURCING AND MANAGEMENT | EVENTS | MEDIA MANAGEMENT | MEDIA PARTNERSHIPS SOCIAL MEDIA CRISIS MANAGEMENT | STRATEGY AND PLANNING


INSIGHT

Jenny Craig was becoming an obsolete company. Its clientele was diminishing and those that remained, were in the upper age bracket. We were asked to sign a celebrity for Jenny Craig that would regenerate awareness of the business and promote sign-ups. 

THE MECHANIC

  • We signed Magda Szubanski for Jenny Craig, developed a year long sustainable PR Campaign to ensure maximum coverage,
  • We generated a number of events during the year,
  • We undertook issues management
  • We generated 11 magazine front covers, 9 television exclusive major interviews,
  • We managed Magda’s appearances, managed Magda’s weight loss milestones and managed all Magda major events
  • We created numerous media partnerships. 

THE RESULTS

  • 4,860 clippings achieved over one year
  • Reached 149,040,000 people
  • Cost per opportunity to see was $0.01cents
  • Increased Jenny Craig’s business by 307%
  • Grew inquiries from 40 per week to more than 1,000 per week
  • 15 Magazine front covers 

WHAT THE CLIENT SAID.

“The Magda campaign was absolutely transformative for the Jenny Craig business.
The results we gained from the enormous publicity were completely unprecedented anywhere in
the world. The campaign allowed the Australian public to go on the journey with one of their much loved heroes and its success was nothing short of brilliance.” 

SHANE HUNTER, MARKETING DIRECTOR, JENNY CRAIG

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Bonne Maman Mothers Day Campaign

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Bonne Maman Mothers Day Campaign

Bonne Maman is a wonderful French jam which is sold through major supermarkets in Australia. n order to celebrate Bonne Maman’s affiliation with mothers, we created a Mother’s Day breakfast where journalists could bring their own mums.

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Mardi Gras – Spencer Tunick

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Mardi Gras – Spencer Tunick

Interest in the Sydney Mardi Gras was waning and Events NSW were concerned about their substantial sponsorship. The campaign they wanted to run was to communicate Mardi Gras’ key messaging of diversity and acceptance, both nationally and international, drive awareness to a national and international audience. 

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Virgin Money – Everlasting Love Campaign

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Virgin Money – Everlasting Love Campaign

Virgin Money were launching a new advertising campaign “Everlasting Love”. Their objectives were simple. They needed 1900 loan enquiries and 900 loan conversions from the advertising campaign. They needed to launch the initiative to financial journalists and to consumers. 

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Australian Media Coalition

We created the Right to Know Campaign for News Limited and the 12 media organisations in Australia including Sky, ABC, Astra, West Australian, Fairfax, AAP, Free TV, etc.in order to promote freedom and speech, amend freedom of information laws, launch an enquiry into Freedom of Speech. 

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Choice Baby Safety Week

Choice is an organization that is highly respected in Australian communities. Choice needs to maintain a high profile and we launched a campaign which highlighted their effectiveness to a community which is highly engaged in baby safety. 

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