Robern Menz
communikate et al was appointed to plan, launch and manage the public relations, sampling event and consumer competition programs for a new chocolate product from iconic SA confectioners, Robern Menz. The new product, Menz Bikko’s, was launched in August 2011.
The campaign was planned in three stages to ensure different target audiences were exposed to the Menz Bikko’s messages, brand and product offering:
- A sampling event and radio sponsorship with local Adelaide radio station Fresh FM, which saw Bikko the Baker, Mr Fruchoc and our Bikkettes and Bikkudes hand out full size samples of Menz Bikko’s. This targeted the 16-20 year old demographic and communicated to them that the product was ‘scoffable’.
- A media kit mailed to key SA and national media titles for product placement opportunities
- An online competition called the Bikko’s Bakeoff, which was run through the newly established Menz Bikko’s Facebook fanpage. Fans were asked to submit their most creative Bikko’s recipe. Local celebrity chefs and bartenders were engaged to kick off the Bikko’s Bakeoff. This exposed mums and grocery shoppers to the brand in the cooking environment.
The results achieved included more than 2,000 samples handed out at the Fresh FM sampling, 500 Facebook fans generated from a zero starting base in three month period, and editorial secured in Sumptuous, The Advertiser, Sunday Mail, Adelaide Matters, Messenger Newspapers, Rip It Up and online outlets.
The results achieved included more than 2,000 samples handed out at the Fresh FM sampling, 500 Facebook fans generated from a zero starting base in three month period, and editorial.
