CAMPAIGN INSIGHT
Best Foods- Gold Sponsor of the NZ International Comedy Festival
Best Foods Mayo is the Gold Sponsor of the NZ International Comedy Festival. This long-term comedy partnership is a perfect ‘fit’ with the Best Foods brand as it shows consumers Best Foods doesn’t take itself too seriously! The audience for Best Foods and for comedy is very broad so we are both reaching our target markets.
The Best Foods Comedy Gala kicks off the festival in both Auckland and Wellington. Best Foods has naming rights to the Gala event which is also televised nationally across TVNZ over three weeks and streamed OnDemand for 12 months. The Best Foods logo features on all marketing collateral and signage throughout the festival.
Best Foods host a VIP event for trade and media to enjoy a taste of the comedy festival. The VIP hosting is extremely successful with trade customers and media having a wonderful evening of fun and laughter with Best Foods.
The Comedy Festival hosts over 700 shows with 90,000 attendees and penetrates 84% of NZ households.
Brand recall is extremely high at 84.2% unprompted awareness and the festival is enjoyed throughout New Zealand with 97% audience satisfaction – great for Best Foods!
Comedy theatres in Auckland and Wellington offer Best Foods mayo on their menus so audiences can enjoy a snack before and after the shows. After every comedy show Best Foods is sampled– over 8000 jars of Best Foods mayo are handed to the very grateful public – excellent household penetration.
AMG manages the entire sponsorship from the Gala events, sampling activations, digital and social strategy and implementation. It is essential Best Foods align with the Comedy Festival over the duration of the event. The aim is to maximize the relationship between Best Foods and Comedy Festival, driving strong brand association and loyalty with the consumer.
The Comedy Festival, comedians and consumers all love Best Foods mayo – truly a win – win partnership!
