CAMPAIGN INSIGHT
Harraways 150th Birthday Celebration
Harraways celebrated its 150th birthday with activations in Auckland central city offering consumers complimentary coffee and delicious oat treats over two days from a brightly decorated birthday caravan. ‘Harry,’ Harraway’s mascot Scotty dog, adorned the caravan holding birthday balloons. Limited edition soft plush ‘Harry’ dogs plus storage tins were a huge hit as prizes.
Memorabilia displays, including an old oat crusher, demonstrated to consumers how oats were manufactured 150 years ago.
Consumers had the opportunity to win prizes from Harraways lucky dip, take selfies with the Harraways selfie frame and upload to social media or grab birthday oat sachets from the Edge Radio crew on site.
Media kits were delivered, complete with branded balloons, to key inflluencers and invitations extended to attend the activations.
Key bloggers were engaged to create social media content about Harraways, showcasing recipe ideas using oats.
TV3’s The Café hosts promoted Harraways 150th celebration telling viewers to head to the activations and offering prize packs to viewers via its Facebook page.
Two Great Granddaughters of Henry Harraway travelled from the South Island to attend these events and undertake media interviews.
To help celebrate this momentous occasion Harraways launched two new birthday oat singles packs containing collectable ‘Harry’ fridge magnets and spoons. This birthday launch was supported in-store with POS material and on-pack stickers.
AMG Group implemented the entire Harraways 150th birthday campaign with huge success. Exposure was achieved across print, trade, online, radio, television and social media platforms reaching 4.2 million consumers.
