Bonfire Media
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Hellmanns

INTERGRATED PR CAMPAIGNS
EDUCATION, AWARENESS
AND PERSUASION

Hellmann’s Rock Your Burger PR Campaign

We build fully integrated but aligned PR campaigns, across multiple but relevant communication platforms to drive reach, education and brand engagement.

Challenged to create substantial media and consumer hype and awareness for the Hellmann’s Rock Your Burger Food Truck, Bonfire designed an integrated PR campaign across multiple media platforms that included; a socially-fused media challenge launch event, a tactical broadcast campaign on Afternoon Express, a media roadshow (radio and print), blogger competitions, print advertorials and competitions, as well as traditional media education via press packs and content curation.

 

The campaign resulted in R3 263 981,22 million in AVE (R9 791 943,66 in PR value and a return of investment of 16:1) and generated 118, 542, 440 social impressions on the launch day event alone with a reach of 3, 371 138.

 

ENGAGING MEDIA EVENTS THAT TREND

Our strength of understanding the digital mediums as a village of content curation assists us with crafting
engaging events that educate not only physical guests but also those following on social platforms.

To launch the Hellmann’s Rock Your Burger Food Truck to media and consumers Bonfire Media hosted a media and celebrity rich Battle of The Burger challenge at Jozi’s food hub, Neighbourgoods Market on International World Burger Day.

The challenge involved top foodies, food editors and celebrities battling it out over the grills for top spot. Final winners at the event were selected by their support on social media. Media guests were entertained while educated about the World’s Number One Mayonnaise’s new experiential food truck and enjoyed creating their own burgers with personalised selfie buns and a unique music-infused food experience which encouraged and resulted in vast social sharing.

The event was attended by over 100 guests and generated 118, 542, 440 social impressions on twitter with a reach of 3, 371 138 while trending nationally. Post coverage for the campaign resulted in R3 263 981,22 million in AVE (R9 791 943,66 in PR value and a return of investment of 16:1).

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