With no advertising or digital component, FORWARD was engaged to raise awareness and drive sales for the KitKat® Chocolatory™ Special Edition Easter Hot Cross Bun.
The KITKAT Special Edition would be available for 4 weeks in the run up to Easter weekend.
At Easter, there are hundreds of chocolate eggs to choose from. You can also find traditional, chocolate chip and even fruitless hot cross buns — but consumers have never been offered a specially created hot cross bun chocolate bar.
Bringing together two of Australia’s favourite Easter treats, the new KITKAT Hot Cross Bun could rally a huge media and consumer response if launched strategically.
KitKat® Chocolatory™ is Australia’s only customisable KitKat® boutique based in Melbourne. As the product was only available to in-store visitors, we needed to create enough hype that media outside of Victoria would cover the news.
It’s one thing reading about a product, but we needed media and influencers to ignite enough intrigue to drive consumers in-store. It was imperative that we put it into their hands to experience and inspire an ‘OMG’ moment for its moreish hot cross bun likeness.
To generate mass talk-ability, we coordinated a large-scale lifestyle/foodie media and influencer sampling program in Melbourne and Sydney to ensure we secured national coverage. Under embargo before launch, we seeded over 60 premium KITKAT Hot Cross Bun bars, which were sent over two days.
To strengthen relationships with existing influencer advocates, FORWARD re-engaged influencers from the KitKat® Chocolatory™ Lunar New Year Campaign and sent them the product to try.
As a result of the targeted send out, media were so keen to cover the product news, we were asked to withdraw the embargo so media could promote it to their audiences ASAP.
On the day of launch, online conversations gathered large momentum and the news spread far and wide across Australia. The PR activity drove hundreds of enquiries in-store and the KitKat® Chocolatory™ sold out of product in just 48 hours.
Due to popular demand, FORWARD conducted a second media sampling program with wider media to catch attention closer to Easter. The activity resulted in a standalone piece of video content created by News.com.au, which received over 111,645 views and 1,752 likes, shares and comments.
The PR campaign not only drove awareness with media and consumers, it also increased in-store visits and exceeded forecasted sales targets.
Due to the overwhelming consumer response, the KitKat® Chocolatory™ tripled the production of Hot Cross Bun KitKats to ensure that consumers didn’t miss out.
Over four weeks, FORWARD achieved a reach of 57 million and 78 pieces of coverage across online, print and social.
We secured hero coverage on top tier titles such as Herald Sun, The Age, News.com.au, Daily Telegraph, Sydney Morning Herald, KIIS FM and Delicious, Buro 247, NOVA, SBS Food, as well as 9Kitchen, Cosmopolitan and Kidspot.
The media strategy also overcame challenges around the geographical availability of the product. Awareness for the KitKat® Chocolatory™ spread as far as regional Australia, with over 10 pieces of coverage on titles including, Courier Mail, Perth Now, NT News and Gold Coast Bulletin.
The effective PR campaign also generated the highest sales period of the year so far.