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Beef Eater Laminex


Client: The Laminex Group, Australia

Campaign 1 Overview: Direct Marketing campaign

This was a direct marketing campaign designed to leverage the organisation’s sponsorship of Australian Big Brother. The television studio eviction set had been exclusively designed by the Laminex Group who produced a striking montage of house mates faces across the studio ceiling, as well as providing the kitchen.

The sponsorship was designed to illustrate the versatility of the Laminex product portfolio. The marketing campaign leveraged Laminex’s involvement with Big Brother, by issuing a series of Big Brother-themed direct mailings to existing and potential trade clients. These included ‘eviction orders’ for market competitors, promotional postcards and brochures featuring the Laminex range.

Campaign 2 Overview: Publicity campaign

Laminex suffered from a negative brand image and was associated with seventies style Formica kitchen and bathrooms. The publicity campaign had to work hard to show the brand had moved forward and demonstrate that is was now at the forefront of modern design.

Stylish and glossy press folders were produced, including samples of new products and beautiful lifestyle photography. These were followed up with monthly press releases on the latest design trends, colours and fashions.

The campaign resulted in fantastic design-led coverage in publications such as Vogue, Home Beautiful and the design supplements in Sydney Morning Herald as well as television coverage on Channel 9’s, Our House.

Campaign 3 Overview: Launch event, Tamworth NSW

A launch event was organised to mark the opening of a new Laminex showroom incorporating a state of the art, computerised design system - ‘Design Wizard’ to building trade and local press.

A reception was held which included a speech by the town mayor and presentation by the area manager. The event also included a demonstration and tutorials on the new Design Wizard.

The event attracted local media coverage including newspapers, radio and television coverage. A competition was also featured in the local press giving consumers the opportunity to win a Laminex kitchen.