Thinking
George Western Foods was looking to implement a campaign to
support the relaunch of the iconic Kiwi favourite Tip Top Super
Soft bread, the aim of which to take ownership of the word "soft"
and gain interaction between the public and the brand. The campaign
was centred on the idea of New Zealand having gone soft - too PC,
too protective, too guided by the government on how to live our
lives. DBPR worked closely with all agencies - advertising,
interactive, media buyers, researchers, promotions - to develop an
integrated campaign.
What was done
DBPR developed a national survey to ask New Zealanders the
important question: have we gone soft? The survey sought opinions
on a range of topics including people, activities, lifestyle,
parenting and food, with an interesting set of results forming the
basis of a media campaign.
A dedicated site, www.hasnzgonesoft.co.nz, went live with key
findings from the survey. Changed out on a daily basis, the
questions and responses where put to public vote and ongoing banter
over the results were featured on the site's discussion board.
A comprehensive media relations programme targeted both
mainstream and online media. We enlisted a high profile Social
Psychologist to provide credibility and act as a media
spokesperson.
DBPR effectively applied social media to the campaign,
encouraging people to comment and blog, fuelling discussion and
debate.
The result
Public relations activity around the relaunch of Tip Top Super
Soft sparked humorous debate and helped to position the brand as
fun and light hearted. While some 90 per cent of New Zealanders
felt as a nation we needed to harden up, consensus was that Tip Top
Super Soft was fine just as it is - super soft. Coverage included
television news; radio discussion, daily newspapers marketing/trade
magazines and online.
www.oursoftside.co.nz