• Breakfast TV boxes
  • Jono-and-Ben-Instagram-BIANZ
  • Breakfast TV
  • Sam Hayes Instagram - BIANZ
  • Paul-Ego-and-his-pies-696x522
  • Jack Tame
  • Kiwi Celebs
  • Mindfood
  • Simon-Gault-10
  • text

The Baking Industry Association of New Zealand approached Salt & Pepper PR in late 2016, looking for a strategy to increase awareness and understanding of the baking industry among both consumers, and potential bakers and retailers. With Christmas fast approaching, we pulled together a festive campaign with a difference, to help BIANZ ramp up its profile – and do some good at the same time.

We organised for a number of New Zealand celebrities to bake a batch of Christmas mince pies. Antonia Prebble, Al Brown, Simon Gault, Paul Ego, Michael Meredith, Hilary Barry, Jack Tame, Brodie Kane, Daniel Faitaua, Jono and Ben, Sacha McNeil, Mike McRoberts, Sam Hayes, and others, all put their own unique twist on the classic Christmas treat, and packaged them in signed presentation boxes that we provided. The pies were then auctioned off on Trade Me, with 100% of proceeds going to The Salvation Army Christmas Appeal.

Coverage exceeded all expectations. We secured two slots on Breakfast TV, including a 15 minute feature, which showed the team baking and taste-testing the pies. Jono and Ben dedicated three days in a row to the campaign on The Rock. The pies also featured in MiNDFOOD, NZ Women’s Weekly, the Spy section of the New Zealand Herald, Stuff Entertainment, Auckland Today, Southland Times, and multiple other publications. There was also some fantastic sharing and banter on Twitter, Facebook, and Instagram! Feedback from the winning bidders was excellent as well. Everyone was very pleased with their pies, and incredibly happy with the quality of the packaging and delivery (a courier company that we have a connection with agreed to deliver the pies free of charge).

The campaign achieved everything that both ourselves and BIANZ were hoping for, and we’re very much looking forward to working with the organisation going forward.


  • Client - Baking Industry Association
  • Date Completed - December 2016
  • Services - Media Relations, Corporate Social Responsibility, Social Media, Auction Management, Design