The Challenge

SOCIETY was tasked with creating a PR campaign to amplify awareness of Menz products, Violet Crumble and FruChocs, in line with World Chocolate Day. The aim was to cut through a saturated media landscape and create noise for the brand with consumers while generating brand awareness.

The Solution

SOCIETY used the easy, consumer-friendly, trend of supermarket mudcake hacks to create two recipes for Violet Crumble and FruChocs and generate news content to pitch to lifestyle media and for use on social media. A Violet Crumble tsunami cake and a FruChocs pinata cake were highlighted in short and snappy video content which was then pitched to national media and shared with media friendlies and Menz fanatics. This approach highlighted the versatility of the chocolates and unique ways in which consumers can celebrate World Chocolate Day. To gain further traction, SOCIETY gifted FruChocs pinata cake kits to South Australian media and influencer targets.

The Response

The press office efforts secured online and social coverage with New Idea, The Advertiser, Nine Honey, KIIS 97.3 and Yahoo Australia all resharing the crafted videos. The easy to consume content led to consumers engaging with the recipes. 13 pieces of coverage were secured, resulting in a total reach of 10M. 25 gifting kits were provided to influencers which resulted in 24 pieces of content shared to a total reach of 957K.