We needed to reinforce Best Foods position as New Zealand's favourite mayonnaise. And as it turns out, Kiwis prefer brands that are relevant to them and their lives. Who knew?
We created a national day to honour the thing that makes our summer - the humble Kiwi BBQ.
We used Best Foods biggest asset - The Vodafone Warriors sponsorship - to launch a multi-pronged communications campaign encouraging New Zealanders to host a BBQ on National BBQ Day.
Featuring a cheeky content campaign featuring rugby league stars for PR and social channels, an integrated media partnership with Mai FM, tactical influencer support and some strategic brand partnerships; we produced a groundswell of support for this occasion for the third year running.
And, of course, we indulged in a few bangers in bread ourselves. Best Foods, the best way.