MBM launches Edmonds, Chelsea partnership with TVNZ

To help our most vulnerable communities, MBM has launched an Edmonds and Chelsea partnership with TVNZ starring Seven Sharp’s Hilary Barry.

The campaign ‘Baking for Better’ aims to inspire Kiwis to get in the kitchen and bake eight of Hilary’s secret recipes, which can be unlocked weekly at bakingforbetter.co.nz via a donation to The Salvation Army.

This is a campaign of firsts; the first time the Edmonds and Chelsea brands have come together with a fully integrated brand campaign across TV, digital, social, OOH and instore media, and the first time Hilary has hosted viewers through the Seven Sharp ad break with a ‘show within the show’ segment. 

The campaign is made possible by Edmonds and Chelsea’s partnership with The Salvation Army, who help support over 120,000 Kiwis annually.

Edmonds & Chelsea Marketing Manager, Angela Monk says: “Edmonds and Chelsea have inspired the love of baking for generations of Kiwis with our trusted products and recipes, now we are proud to launch a campaign that will see those NZ’ers in need truly benefit, especially during such a difficult time for many families and households.”

The Salvation Army Head of Corporate Partnerships, Vanessa Ronan-Pearce says: “As we now find ourselves back in lockdown, this partnership will bring families together at home to bake, in order to support our frontline staff tirelessly working to support those who need your help now.”

Hilary says: “I’ve brought my very best recipes to the table for The Sallies and I’m asking Kiwis to dust off their aprons and dig out their mixing bowls for this very worthy cause.”


Client: Edmonds & Chelsea

Head of Marketing: Katherine Jensen

Marketing Manager Baking Portfolio: Angela Monk

Head of Consumer Engagement: Ra Fletcher

Social Media & Content Specialist: Siobahn Brown

Digital Marketing Manager: Rosemary Martin

Media Agency: MBM

Business Director: Sian Kitchen

Group Business Director: Julia Evans

Client Service Director: Nicky Greville

Digital Manager: Desita Wynyard

Senior Social Manager: Nuria Ciudadd

Head of Digital Media: Emily Isle

Production, Creative & Broadcast Partner: TVNZ

Group Business Director: Karl Laurence-Anderson

Content Strategist: Sebastian van Dyk

NCA Integration- Alistair Wilkinson

Project Manager: Kayla Radich

Producer: Zoe Duffy

Business Manager- Georgina Hart

Creative Director- Dan Nelson

BlackSand (Producer) Olivia Lynd

Creative Agency: DDB

Charity Partner: The Salvation Army, New Zealand, Fiji, Tonga & Samoa Territory  

Head of Corporate Partnerships: Vanessa Ronan-Pearce

Corporate Partnerships Manager: Tessa Reardon

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