Conor Lochrie, The Brag
F. Whitlock & Sons is at the forefront of taking Aussies and Kiwis out of their ennui, just like Fred Whitlock was a frontiers person by starting the brand with exciting flavours and products. The challenge was to bring its multi-sensory experience to life in new, innovative ways. Our objective was to generate brand awareness and trial of the F. Whitlock & Sons new range through a masterful brand launch in Australia and a relaunch in New Zealand.
Whitlock’s wanted to challenge the status quo, be disruptive and inspire Aussies/Kiwis, so we decided to get recognised as the first FMCG brands to tap into this new frontier within the ANZ market. We engaged Aussie artist and social media star Campbell Walker, (Struthless), to create the Whitlock’s Non-Fungible Token (NFT) digital artwork inspired by the brand’s latest creative campaign, ‘Whitlock’s Tales of Delicious Demise’. Proceeds raised from the NFT artwork were contributed to The Hunger Project Australia - a charity aligned with F. Whitlock & Sons brand values.
SOCIETY secured 70 pieces of coverage, including an exclusive print and online story with The Australian Financial Review and an interview opportunity with lifestyle outlet, The Brag. To further amplify brand awareness and increase shareability of the NFT, SOCIETY coordinated F. Whitlock & Sons gifting and sampling for ANZ media and influencer targets that told a “campfire-esk” story.
Total pieces of coverage
1/277 Rundle Street
Adelaide, SA 5000
50 Yeo Street
Neutral Bay, NSW 2089
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