CAMPAIGN INSIGHT
Harraways Rebrand 2019
Harraways, New Zealand’s iconic oat brand for over 150 years, relaunched its entire range with a new homegrown look as well as recyclable packaging. The rebrand was inspired by its 150+ year old mill in Dunedin, capturing its Southern homegrown essence.
AMG Group planned and implemented the entire Harraways rebrand campaign with great success! Exposure was secured across print, trade, online, radio, television and social media platforms ensuring Kiwis know their trusted Harraways brand has a new look and is now available in recyclable packaging.
Attractive media kits were packaged and delivered to key media. The new look packs, including the new flavour, were delivered with branded merchandise for media to try. Excellent exposure was captured across all media, they were especially keen on the recyclable packaging.
A multi-faceted marketing campaign drove the rebrand including attractive outdoor advertising designed to showcase the ‘homegrown’ feel of the packs. The locations for this campaign were strategically planned around participating supermarkets, and on high traffic bus routes.
In-store POS material and mailer advertising informed consumers to look for the new packs in-store. A special offer promoted a GWP when consumers purchased two Harraways products.
Harraways featured on The Café, New Zealand’s only lifestyle and entertainment television show. This promotion ran over a week showcasing the new look packs as well as the versatility of oats. Harraways hampers were offered as prizes via The Café’s Facebook page.
‘Owning’ breakfast radio was a must. Harraways teamed up with a national radio network to deliver a winning campaign. A major promotion ran across key stations and digital platforms for listeners to win a ‘Harraways Homegrown Hideaway’ at a beautiful NZ eco-lodge. Product sampling ran simultaneously around New Zealand, along with a Harraways radio advertising campaign including a catchy jingle for major cut-through.
Magazine advertising was undertaken across national health and lifestyle titles, including a sample on-sert, so readers could trial Harraways oats.
Sampling didn’t stop there, key swim schools throughout New Zealand ran Harraways sampling to the perfect target market - female household shoppers and kids.
The Harraways rebrand campaign had multiple touch points driving awareness and sales. Consumers couldn’t miss the fact the brand had a new look and it was recyclable too.
