Campaign Insight:
Farrah's - Mexican Launch
Farrah’s launched into the Mexican category with three NEW premium Mexican tortillas: Taco Tortilla; Chilli Tortilla and Burrito Tortillas PLUS three Spice Mixes: Taco Spice Mix; Nacho Spice Mix and Burrito Spice Mix.
AMG Group was tasked with developing a communications campaign that would create awareness for Farrah’s new range, driving Kiwis into the Mexican category and encouraging them to eat it more often at home.
A Mexican-chic themed launch event was held in Auckland for media, bloggers and Farrah’s trade customers. Mark Southon, (The Café TV3 chef) hosted the event demonstrating to guests how to cook, fill and fold the perfect Tortilla! This demonstrated the fact that Farrah’s tortillas do not split when folded and gave the audience great ideas.
Tables were set up in true Mexican style with an array of fillings for the guests to make their own tortillas and have some fun while listening to the Mariachi band!
An integrated communications campaign rolled out including:
Farrah’s Friday Fiesta screened on The Café, TV3 with Mark Southon - creating a Mexican feast using the Farrah’s new range. A Facebook promotion ran offering viewers the chance to win their own Farrah’s Mexican feast.
Key Influencer Campaign - themed media kit sent to targeted national media with information and imagery to share with their audiences.
Targeted Blogger Campaign - combination of food, lifestyle and parenting bloggers with high reach created original blog and video content using the Farrah’s Mexican range.
The Farrah’s Mexican PR launch was very successful with all KPI’s far exceeding expectations. Exposure was featured across print, digital, social media, television and radio reaching a large NZ audience - 5.8 million consumers!
