Loved as a healthy addition to breakfast, a lunchbox snack and as an essential ingredient in banana cake, Dole bananas have been a Kiwi favourite for generations.
So how do you reach thousands of New Zealanders and educate them on new ways to enjoy our nation’s most popular yellow fruit? With a fully integrated broadcast and digital campaign in support of TVNZ’s inaugural baking competition series, The Great Kiwi Bake Off.
To ensure this was more than just logo and product placement, we worked with TVNZ on keeping product placement authentic and creating content that added value for show fans.
Inspired by the series’ challenges, we developed new recipes, video, and imagery for Dole social channels and website. All content matched the look and feel of the series and by reflecting the show, it operated as a relevant commentary to each episode.
We also managed a successful competition, based on a Great Kiwi Bake Off challenge, which encouraged viewers to enter and win one of 10 ultimate Pineapple Upside Down Cake Kits (valued at up to $700). The competition was driven by the TVNZ social and sponsor family, achieving nearly 7,000 entries and gaining Dole 3,000 new subscriptions to their e-newsletter database. Near the end of this campaign, we then developed a final e-book asset showcasing all the new Dole recipes created for The Great Kiwi Bake Off campaign to drive newsletter subscriptions.
Keeping the content bright and baking breezy ensured that this partnership was more than just a jarring promotion. Our fully integrated approach and social media campaign also allowed us to directly target show fans via multiple channels.