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INSIGHTS

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. 

BIG IDEA AND CAMPAIGN THOUGHT

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

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THE MECHANIC

  • We created the Glad Keep It Fresh digital guide giving Australians tips on how to minimise food wastage, save money and keep their food fresh for longer.

  • We invited American Top Chef, Angelo Sosa to Australia to host a breakfast launch event and conduct an intensive three day media schedule across television, print, online and bloggers.

  • We created a social media campaign with compelling video content creation. We undertook a massive media sampling campaign.

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THE RESULTS

  • 67 coverage clippings. KPI was 26 pieces

  • 3.7 million audience reach

  • Editorial ROI was 17 times the spend

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