Launching an activation dedicated to the beloved summer tradition: The Kiwi BBQ
With a long-term goal to take Best Foods from a global brand to an iconic Kiwi household name, something big needed to be done. Following on the success of 2018’s inaugural Best Foods National BBQ Day – a PR activation dedicated to the humble Kiwi BBQ, – we decided to bring it back bigger and better in 2019.
Celebrated on Sunday 24 February, the BBQ Day activation encouraged New Zealanders to get out and celebrate the final days of summer by firing up the barbie, spending time with family and friends and adding a good dollop of Best Foods Mayonnaise to their saussie.
This year, we wanted to reach a wider market and build on our goal of cementing this day as an anticipated part of the New Zealand social calendar. With a large-scale integrated activation spanning across social, experiential, sampling, brand collaborations, influencers, PR, content creation and media partnerships we achieved over 17M impressions.
We partnered with comedian Tammy Davis to launch the National BBQ Day activation by developing a social content series, designed to generate social media engagement and drive the Best Foods brand love. Videos and GIFs were boosted on Best Foods social channels achieving a total of 8.5M impressions and 1.8M engagements. The videos ran on Video on Demand which attained 116,505 impressions.
Through partnerships with Mai FM and George FM as well as key brands such as My Food Bag and Charmate, we were able to increase awareness and encourage people to get involved.
To highlight the diversity of Best Foods Mayo and reinforce it as the ultimate summer condiment, we enlisted five foodie influencers and content creators to develop bespoke BBQ Day recipes. The recipes were shared on each influencer’s social channels and Best Foods Instagram along with being pitched to media, resulting in nationwide PR coverage in publications including NZME regionals, Stuff.co.nz, Fresh.co.nz and more.
On the day itself, we took over Otahuhu’s Fairburn Reserve in Auckland and held nationwide activation’s in locations around New Zealand via Mai FM’s local street teams. The Auckland event was brought to life with a Mai FM DJ, activities, giveaways, a bouncy castle, face painting, a bombing pool and, of course, a complimentary sausage sizzle with a surplus of Best Foods Mayo and Lipton Ice Tea. Around 1,000 people rolled up on the day to celebrate Best Foods National BBQ Day with us and grab their sausage sizzle – complete with a dollop of Best Foods Mayo, of course.
Our fully integrated activation, PR and social media campaign allowed us to reach a wide yet targeted audience through numerous channels and spark interest in National BBQ Day. Our social reach target was exceeded by 116% and further awareness raised through strategic brand partnerships and promoting our BBQ Day content via Video On Demand.
After two successful years, Best Foods National BBQ Day has seen brand love and loyalty grow and is an annual celebration that can continue to grow year on year as an anticipated part of the Kiwi social calendar