Mango was tasked to develop a national communications strategy to encourage consumption of cheese in mums of kids aged 5-12 and young women aged 18-35. Mango needed to highlight the health benefits of cheese consumption and bust the fattening myths surrounding eating cheese.
We conducted a nationwide survey to discover what stops women from consuming cheese. One key finding was that 7 in 10 Australian women felt guilty about eating cheese. This statistic was shared through robust media relations and led to coverage in major Australian publications, including Broadsheet, Cosmopolitan, The Urban List and the Herald Sun.
The campaign was also activated with a ‘Feel Good, Not Guilt’ pop-up shop, where women came to learn how to feel good and eat better, with the focus being around the nutritional benefits of cheese. This activity was supported by campaign ambassador, nutritionist and influencer Lyndi Cohen.
The perfect marriage between kale and brussel sprouts, Kalettes are available in the fresh produce section of Coles supermarkets nationwide. Mango was challenged to create a campaign to educate consumers on how to cook these nutrition-packed veggies.
To generate fresh interest in Kalettes, we engaged two food influencers to demonstrate how to create delicious meals with the hybrid vegetable.
We worked with nutritionist and food blogger Jessica Sepel to inspire and educate Australians on the different ways to eat Kalettes by creating and sharing healthy recipes. These were seeded to national media, including a cooking demonstration on The Morning Show.
We also engaged MasterChef Australia season nine winner Diana Chan, owner of Chanteen Kitchen, to put the product into the hands of everyday diners. She created two innovative recipes and sold a limited-edition Kalettes dish at the restaurant.
Through combined press and social the campaign reached more than three million Australians.
Luxury car brand, Porsche, wanted to shift itself to fit more in the lifestyle space while staying true to its sports car DNA, through a partnership that would retain its premium sports car credentials while expanding reach of the range. Mango was tasked with aligning Porsche with the right partner to open the brand to more people, while remaining exclusive.
To provide Australians with an experience they’d never forget, Mango secured a partnership between Porsche and Uber which saw an exclusive fleet of the latest Porsche models hit Melbourne streets during the 2017 Rolex Formula 1® Australian Grand Prix giving Uber riders the opportunity to enjoy an authentic Porsche experience by simply requesting an UberX within the app.
During the 7-day campaign period, a content video was created to showcase the partnership, supported with a mainstream news and lifestyle media relations push. Stills and raw cuts of the video content were seeded out to key broadcast and online titles.
Mumbrella CommsCon 2017: Best PR-Led Brand Partnership of the Year, Finalist
Following the success of Golden Gaytime in a Tub and Gaynetto, Streets weren’t launching a new product for summer. So they needed an activation to drive talkability, brand love and a whole lot of hype for Gaytime at the key sales period for ice cream.
We knew that Aussies love a Gaytime but they really love the Gaytime crumb! So Mango developed the Golden Gaytime Crumb Shed – a crazy pop-up concept at Topshop that took crumbs to a whole other level.
We built the structure, conducted flavour R&D, created a slew of colourful assets and then unleashed it through an integrated launch campaign that captured the imagination of not only Sydney and Melbourne where the pop-ups were, but the entire nation with a huge amount of publicity generated.
On launch day, the internet went crazy and crowds snaked throughout Topshop. A staggering amount of ice creams (and Crumbs in a Tin!) were sold, leading to Streets extending the activation, such was its success.
PRIA NSW Golden Target Awards 2017: Experiential Campaign of the Year, Winner
PRIA National Golden Target Awards 2017: Experiential Campaign of the Year, Highly Commended National Finalist
Mumbrella CommsCon 2017: PR-Led Event or Activation of the Year, Finalist
One team, one goal - zero deaths and serious injuries on our roads. TAC required an engaging activation program to bring to life their partnership with Melbourne Victory throughout the A-League season, and educate the Melbourne Victory community that together the Towards Zero goal of zero deaths and road injuries can be achieved.
To communicate the Standing Together Towards Zero message to Victory fans in a light-hearted and engaging way, we created the Towards Zero Locker Room – a dedicated TAC zone that transported fans into the Melbourne Victory locker room and allowed them to get up close and personal with their favourite Victory players.
Throughout the season over 12,000 Victory fans passed through the TAC Locker Room to show their support Towards Zero. The Towards Zero message was also activated at three on-field halftime activations throughout the season, with major prizes including interstate trips, corporate hospitality boxes and VIP training sessions with the Melbourne Victory first team.
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