Cute kids Ice Cream ConesIssue:

Tip Top New Zealand was ready to announce a significant innovation, the start of a programme to remove all artificial colours and flavours from its entire range.  The company wanted to announce the news via a strategic rollout, targeting key groups at specific times, with a kit of communications collateral, developed for each group.  The goal was to ensure the news was received and reported on positively by the media and by Tip Top’s consumers.  To achieve this, Mango developed corporate and consumer collateral including messaging matrices, EDM copy, website copy, media releases for the different markets and Q&As designed for KOLs and also ‘issues management’ purposes.

Idea:

Mango developed a time frame of activity which involved one-on-one updates with key KOLs, stakeholders and influencers first, before any public announcement was made. To launch the news, Mango arranged for TV ONE to have an exclusive on the story for the six o’clock news.  This was followed by send outs of the first ice cream that was all natural, to strategic print, TV and broadcast media, with a comprehensive follow up campaign.

Impact:

The announcement was very well received by media and the general public.  The TV ONE story was nearly two minutes long and covered all the key messages.  The story was picked up by all of the key media, with more than 55 hits in total and over 95% of the coverage being reported on positively and including a quote from the designated Tip Top spokesperson.  The value of the coverage generated was over $200,000, and ROI of 4:1 for the client.

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