• NZ Listener - National Vegetable Campaign - July 2015_Page_1
  • Leaderbrand life and leisure 2
  • Leaderbrand life and leisure 1
  • LeaderBrand Food Magazine PDF - Feb 2016_Page_2
  • LeaderBrand Food Magazine PDF - Feb 2016_Page_1

Salt & Pepper PR has worked on a number of comprehensive consumer and trade campaigns for LeaderBrand, one of New Zealand’s largest producers of fresh fruit and vegetables. This included launching their innovative pre-prepared beetroot product, an effort that resulted in coverage across the board, including Bite Magazine, the Dominion Post, The Press, Food Magazine, Good Magazine, Good Health Choices, NZ Life & Leisure, The Healthy Food Guide and Femme Fitness. We also managed their social media and blogger relations activity during this time. We used our strong networks to get samples in the right hands, and consequently the beetroot popped up on blogs up and down the country, as well as on Facebook and Instagram. This included recipe posts from My Kitchen Maid, Little Housewife, Rediscover, and Muffin Mum, among around 30 others.

As part of our beetroot awareness campaign, we ran a short, tongue in cheek initiative called, “Beetroot vs. Kumara.” We encouraged the public to vote for the vegetable that they believed should be named the official vegetable of New Zealand. Facebook and Change.org were used to gather the results, which we then presented to the New Zealand government. Passions ran high during this campaign, with consumers getting very enthusiastic and involved! It achieved exactly what we wanted it to. It got people talking about beetroot, and LeaderBrand, in a positive and fun way. This part of the campaign was covered extensively, including by Mike Hosking on NewstalkZB, Good Morning, and the NZ Herald.

Sales and direct queries about LeaderBrand’s beetroot have skyrocketed since the launch period, and many leading chefs now both use and endorse the product as well.

  • Client - LeaderBrand
  • Services - Product Launch, Media Relations, Social Media, Food PR, Blogger Relations