Partnerships Archives | Havas Red Australia

AYAM: DESTINY DISHES FOR LUNAR NEW YEAR

The City of Sydney Lunar New Year festival is a massive event that takes places over two weeks, with a number of brands and activations involved, we had to ensure AYAM stood out from the crowd.

By using experiential elements and amplifying it through PR, we needed to position AYAM as the perfect ingredient for any Lunar New Year celebration.

Using AYAM’s existing Zodiac Roulette, a transformed Tuk Tuk, using world-first technology to combine your Chinese and Western zodiac signs, to uncover your destined Asian dish, we created the ultimate experience hub where families and food lovers could revel in the flavours of Asia. The AYAM Hub also included a delicious food truck, where festival-goers could enjoy the authentic taste of AYAM.

Our overall strategy was to leverage the AYAM Hub and their flavour credentials to create reasons for people to engage with the brand through physical experiences and encourage them to cook more with AYAM.

Media amplification included an announcement outlining how consumers make the most of the food and entertainment in the AYAM Hub and participate for a novel Lunar New Year experience, delicious recipe inspiration and consumer promotions.

90 pieces of traditional coverage

22.4 million cumulative reach

Total of 3,655 people who interacted with the AYAM Zodiac Roulette

613 total number of serves at the AYAM Food Truck

Food

Consumer marketing

Media relations

Stakeholder management

Social media

Experiential

Partnerships

THE WORLD’S FINEST NUT

Australia leads the world in macadamia production yet only half of Australians know the nut is native, even less know the main production areas and fewer still the growing cycle. This lack of knowledge and appreciation was hampering growth in consumption and the use of macadamias in Australian food products.

For the past six years Red Agency has been responsible for executing integrated PR campaigns to lift the profile of macadamias nationally, fuel demand and entice consumers to munch on the world’s finest nut.

Our over-arching strategy was to trigger a range of advocates – from growers, processors and chefs to proud Aussies, food commentators and nutritionists – to tell wonderful stories of our native nut, showing the love and care that goes into producing them and new ways to use them to encourage Australians to give macadamias a try.

We created an army of social media influencers, drove an emotional connection by focusing on key growing cycle events, took media and influencers to Macadamias Country, placed recipes around key Australian events and holidays, and drove features heroing our passionate growers.

We cooked up a storm with high profile chefs, and celebrated 40 years of commercial production at an exquisite luncheon at Sydney Opera House Point with other Australian icons such as Marcia Hines, Kylie Kwong and Adriano Zumbo. And to underpin our nut’s home-grown status, we adopted Australia Zoo’s first baby koala of the season, naming him ‘Macadamia’.