CHALLENGE: Christmas is peak period for Sunbeam dried fruit as bakers prepare their seasonal goodies for gifts and indulgence. However in recent years, dried fruit has become associated with being old fashioned and the Christmas pudding has become overshadowed by more modern baking trends. Kite’s challenge was to put an old classic back on the shopping list for existing and new audiences.
STRATEGY: To reach new audiences, Kite engaged media personalities and MKR winners Sammy and Bella to host a private event for media and online influencers. A personalised and hands-on cooking class saw the group put a modern twist on the old classic with recipes such as an easy microwaveable Christmas pudding, a layered almond and grape pavlova wreath, a raisin and almond baba cake and a rum n’ raisin chocolate salami.
IMPACT: Eight attendees from the likes of New Idea, Woman’s Day, Yahoo7, Ms Critique, Phoodie and Josie’s Juice have stories lined up just in time for Christmas baking season. Content will be amplified across social media and Sunbeam’s owned channels. Stay tuned for more in the lead up to Christmas!