In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Eleven PR and Kellogg’s New Zealand took home gold for ‘MorningStar Farms Delivers’ in the Best Sampling or Retail Activation category.
StopPress: How did you turn a PR brief into an Australasian, first of its kind sampling activation?
Ian Benet, Client Partner, Eleven PR: For MorningStar Farms to get cut through, we needed to be different. Meat alternative brands were suddenly everywhere and the market was quickly cluttered with them all positioned in very similar ways.
Our strategy was to normalise the flexitarian trend in a way that broadened its appeal beyond the typical wellness space.
‘MorningStar Farms Delivers’ was a PR/experiential/sampling idea designed to align the product with a normal consumer purchase behaviour and drive trial.
We created an Australasian, first of its kind, virtual UberEats pop-up kitchen. To make it happen we developed a tasty MorningStar Farms meat free menu and sourced a Ponsonby cafe to be our ‘ghost kitchen’ and fulfil orders. As with all firsts, there was a lot of work behind the scenes to make it happen, but the team remained focused on the idea and we smashed our sampling KPIs by 60%. UberEats awarded the activation a star rating of 4.6, when anything above 4.5 stars is outstanding and people loved it. The ‘Morning Star Farms Delivers’ pop-up received 95% positive consumer feedback through the UberEats app, showing us just how much they loved the menu and the idea.
StopPress: How did your agency partnership help you to deliver this award winning campaign?
Joanne Doran – Marketing Manager Kellogg’s New Zealand: ‘MorningStar Farms Delivers’ was a brave move but the Eleven PR team really understood the brand from the outset and knew what we wanted to achieve. The activation ticked all our boxes – it delivered excellent earned media results, drove trial of the new range and delivered strong repeat purchase.
The team took a traditional sampling and PR brief and delivered a disruptive, innovative response that surpassed all of our expectations and KPIs.
They were open, honest and communicative and became an extension of Kellogg’s marketing team. It was clear to see how invested the Eleven PR team were in a positive outcome and making the launch a success.
For more winner interviews from The Pressies 2020, click here.