Westgold Butter: Kiwi Brand PR LAUNCH Into Aussie Market
“Butter Me Up Buttercup” – Papaya was chosen to run a PR campaign for well-established Kiwi brand Westgold, premium New Zealand grass-fed butter, which was looking to gain traction in the Australian market. We secured beloved Aussie ambassadors’ cake extraordinaire Andy Bowdy and chef Analiese Gregory. In addition, we executed a strong influencer campaign to drive brand awareness and generate a sense of connection to Australians for the NZ brand.
Papaya secured over 24 pieces of influencer coverage with an audience of over 600,000 people!
Results
influencers
Over 24 pieces of high impact coverage was secured with a total of over 600,000 views achieved. Influencer coverage generated 100% increase to social media platforms from new visitors.
Ambassadors
Cake extraordinaire Andy Bowdy shared recipes across his Instagram platform gaining a viewership over 1,400 on the online Masterclass, Chef Analiese Gregory gained over 600 likes on her West Gold Butter recipe content across Instagram.
How we got there
The PR campaign begun with outreach to specific ambassadors that could create a genuine connection to the Aussie market and Papaya gained two big name chefs to support the Westgold brand, pastry king Andy Bowdy and Kiwi born, Tassie based chef Analiese Gregory. Papaya worked with these ambassadors to generate engaging recipes and video content that would genuinely work with their audiences. Andy Bowdy ran a “Butter Me Up Buttercup” masterclass revealing his top secrets to creating some of Australia’s most beloved cakes and how to use quality Westgold butter.
Papaya secured high impact coverage from WHO Magazine, which was a bonus, as, the main pitch target market were influencers and the public, which was a huge success gaining a total viewership of over 686,500 people!
To gain public interest during a time of isolation for millions, Andy Bowdy was there to the rescue with a “Westgold Butter Me Up Buttercup” online masterclass. The masterclass featured Andy in action teaching viewers how to make a celebration cake that dreams are made of and how to achieve his signature volcano explosion frosting, all-inclusive of WestGold butter. Andy further created a video and shared to his social platforms that reached Andy’s 69,000 followers.
Chef Analiese Gregory created six amazing seafood recipes for her social media followers including “steamed oysters with whey butter and thyme”, “Dry aged T bone steak with local mushrooms and café de paris butter” and “Roasted red cabbage with seaweed butter” which were all massive hits for viewers gaining over 600 likes per post.
Papaya’s second phase of traction was implemented in the form of a creative mailer to encourage social media shares amongst media and influencers. Papaya chose branded chiller bags to house a range of complementary products to Westgold Butter including Berkelo Sourdough Bread, a custom Andy Bowdy cake and jam. Papaya reached 24 influencers gaining mass traction and coverage over multiple reels, stories and in feed posts garnering a huge viewership of 686,500 people total!
