Client: Vitasoy International Holdings Ltd, Australia
Campaign 1 Overview: New product launch to press and retail trade
Hong Kong-based company, Vitasoy launched their first ‘fresh’ soy milk into the Australian grocery market. The Vitasoy brand already had a strong market position with distribution in leading Australian supermarket chains Coles, Woolworths and Franklins, but needed to raise awareness and encourage trial of this new ‘fresh’ product.
This was achieved by way of an informal media breakfast event designed so that journalists could drop in for a soy latte, a bowl of muesli or some scrambled eggs on their way to work.
Olympic swimming champion Shane Gould was at the event to talk about the benefits of using soy as a dairy alternative.
Coverage was secured in the Sydney Morning Herald and The Australian as well as Australia’s top female selling publication Women’s Weekly.
Campaign 2 Overview: National fundraising event and publicity campaign
The Vitasoy Vitality Yogathon was a series of charity fundraising events organised on behalf of Vitasoy to raise money for the female charity Endometriosis. Through local media and promotional materials, women all over Australia were encouraged to attend their local gym, leisure centre or yoga studio to take part in a nationwide Yogathon.
This was a huge logistical campaign and involved fitness establishments from Sydney, Perth, Darwin, Melbourne and Brisbane. The events received fantastic media coverage at both regional and national level and raised a substantial amount of money for charity.