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
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