Griffin’s recently launched an online competition campaign called ‘Super Little Bakers’ via Assignment Group, which urges kids (or rather, their parents) to submit recipes to a micro-page within Griffin’s Facebook to go in the draw to win prizes. An overall winner will be crowned Griffin’s Super Little Baker of 2015 by the end of the week, after over 170 recipes were submitted.
The campaign has been running since late last month, leveraging itself off New World's Little Kitchen Promotion, which has seen many cute little bakers submitting recipes including Griffin’s products.
As well as Assignment Group, other key agency partners that worked on the campaign include MBM, Geometry Global and Tell Digital.
Part of the campaign are a bunch of videos of two little bakers whipping up a floury storm in the kitchen which have been posted to Griffin’s Facebook page.
Do you have a super little baker? Watch & share their recipe to be in to WIN: bikki.es/slbPosted by Griffin's NZ on Tuesday, 25 August 2015
Each week Griffin’s releases a list on Facebook of up to 25 super little baker champs who win an apron and some Griffin’s biscuits.
There is also a major prize where one of the entrants who will be crowned Griffin’s Super Little Baker of 2015 and win a “money can’t buy” baking experience, according to Griffin’s.
Griffin’s own number one baker will then pay the Griffin’s Super Little Baker of 2015 a visit at their kindergarten or school, whip up their winning recipe and share it with their classmates.
The winner will also get 25 packets of their recipe professionally baked and packaged by Griffin’s baker.
The recipes and more information on the campaign can be found here.
"Everyone knows about New World's popular Little Kitchen promotion. As a family favourite New Zealand brand, Griffin's is a perfect fit. but this year was not just about the specially baked Super Wine collectibles in store," says Griffin's senior brand manager Hannah Fraher. "Griffin's really wanted to leverage the promotion in an even more super fun, super positive way."
The objective, she says, has been to get the next generation of bakers in the kitchen and sell a few Griffin's biscuits on the way.
She says the campaign has had an accumulative reach of almost three million (paid and organic). She says the launch video achieved the highest engagement across the campaign, reaching over 512,049 with a total reach of 914,129, that there's been 5.1 million impressions and 709,434 total engagements, with 385,3759 people taking action, including: 12,720 'likes', 692 post comments, 1,426 post shares, 21,719 link clicks, 1,021 page 'likes', 630,924 video views and 352,922 post engagements (video making up 98 percent of these engagements).
She adds this includes 65 bags of flour dropped and "18 tantrums (mostly from mums and dads)".