Beauty consumer launch
Swisse Wellness recently launched a new range of Beauty products that combines skincare and supplements to promote ‘Beauty Inside and Out’.
Grace designed a multi-faceted campaign that started with targeted product seeding to beauty and lifestyle media, followed by an exclusive launch event for selected media and influencers at Amano’s private dining room. A morning of mindfulness and meditation, along with demonstrations and a Q and A session with Swisse experts, allowed guests to experience Swisse’s approach to holistic health and beauty. Turnout for this media event was exceptional, with more media in attendance than had RSVP’d on a dreadful, rainy Auckland day - unheard of!
Content from this event was combined with a programme of sponsored content and wide editorial coverage for the new range, resulting in broad awareness for the new Swisse Beauty range and strong sales through retail.
The resulting coverage of the Beauty Inside and Out campaign delivered more than five times the value of the investment for Swisse.
Meadow Mushrooms wanted to leverage nutrition information that highlighted the superior nutritional benefits of mushrooms, to position the humble mushroom as the new superfood.
We kicked off the campaign with a briefing to nutritionists, followed by a fun influencer event using The Food Truck’s Michael Van Der Elzen, celebrity bloggers Julia and Libby, and nutritionist Nikki Hart to battle it out in a ‘Food Fight’ to create the tastiest, most nutritious mushroom dishes for our guests. The initial event kicked off a social and traditional media campaign and supporting promotions.
The integrated campaign resulted in a clear spike in sales, and we have also built the basis for a strong and growing social media community and valuable relationships with nutritionists and the media, where there were none prior.
Feature coverage appeared in titles such as MindFood, Taste, Bite and Viva, and we have engaged influential bloggers and digital media in support of the campaign.
Chip off the old block
Griffins and Pukekohe’s Balle family joined forces to launch a provenance-driven, new brand of chips that tastes ‘just like home-made’.
With three generations of potato-growing behind them, the Balle family story was ripe for the telling. Grace media trained key spokespeople, then the beautifully-packaged, all-natural product was delivered to key media throughout New Zealand, with an invitation to ‘pay it forward’ with a special note and a gift of more product to someone they felt they were a ‘chip off the old block’ of.
In most cases, hand-delivered courier packages were followed up with a personal phone call to talk more about the Balle family story, which led to interviews, giveaways and coverage in publications including (but not limited to) Herald on Sunday Living, Get Growing, NZ Gardener, NZ House & Garden, the Dominion Post and the Waikato Times.
We also ran a consumer radio and online promotion, encouraging people to tell their family stories to win a family reunion, paid for by ‘Chip Off the Old Block’. The initial campaign was supported by brand activation at farmer’s markets and food and wine festivals over the summer months.