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In May 2018, we introduced the Farmland Foods ‘Deli Cut’ range of premium meats to media and other influencers using New Zealand’s first Ultimate Sandwich Competition. The event was held at the Eat My Lunch Auckland headquarters where four food writers had their best sandwich efforts judged by celebrity chef, Michael Meredith. A media release and press kit were sent out after the competition, followed by targeted pitching, to drive further interest and coverage across print, broadcast and online.

MEDIA RELATIONS

26 pieces of media and social media coverage have been published so far. Including in the New Zealand Herald, MiNDFOOD, Eatscooksreads, Newshub, RadioLIVE, New Zealand Woman’s Weekly, FMCG Magazine and Supermarket News.

The highest profile piece of media coverage was the feature in the New Zealand Herald. The newspaper reaches 1 million people per day (November 2017 figures) across its print and online versions. A double page spread in the Weekend Herald (where Farmland appeared) costs $24,130.

MEDIA COVERAGE

26 pieces of media and social media coverage have been published so far. Including in the New Zealand Herald, MiNDFOOD, Eatscooksreads, Newshub, RadioLIVE, New Zealand Woman’s Weekly, FMCG Magazine and Supermarket News.

The highest profile piece of media coverage was the feature in the New Zealand Herald. The newspaper reaches 1 million people per day (November 2017 figures) across its print and online versions. A double page spread in the Weekend Herald (where Farmland appeared) costs $24,130.

BRAND REACH

Farmland’s share of voice in each article was around 98% (with some space also given to Eat My Lunch) and sentiment was 100% positive. The Farmland Foods name was prominent in all of the articles and in the RadioLIVE interview. In the print publications, the size of the article tended to be 1-2 pages long. Online, the articles were roughly 200-600 words long. The radio piece was five minutes long.

Total audience reach during the campaign = at least 3,167,721 people. Based on confirmed publication readership/listenership figures. This does not take into account secondary readership or additional online views in the weeks/months following this campaign.

SIX FIGURE PR VALUE

Advertising Value Equivalency (AVE) of media coverage achieved in May and June came to $100,000+.

  • Client - Farmland Foods
  • Date Completed - June 2018
  • Services - Launch Event, Media Relations, Food PR, Consumer PR