WE BAGGED A NEW AUDIENCE FOR NZ’S FAVOURITE FOODBAG
We launched My Food Bag’s offering for solo cooking one in a way that encouraged talkability and connected them directly with a new audience – by holding an exclusive speed dating event with a difference.
Pead PR threw a Paper Bag Party, inviting singles across Auckland to partake in a speed dating event while wearing a My Food Bag paper bag on their head. Guests were provided with an empty My Food Bag (pre-cut with mouth and eye holes) and asked to decorate their bag as creatively as they could before the event. On the event night, guests were invited to mingle while wearing their bags before partaking in a formal speed dating circuit where they had just two minutes to speak to their date before meeting the next candidate.
At the end of the night, guests were invited to remove their bags in a big reveal before continuing to enjoy the evening festivities. Activity was supported with traditional PR and social media in the lead up to, on the night and post-event.
The creative launch generated immeasurable word of mouth and enabled My Food Bag to engage directly with 80 potential My Own Bag consumers. The event generated extensive social media mentions and resulted in strong editorial coverage, a coinciding with the launch My Food Bag receiving 10 times more orders than anticipated.