New Zealand Sugar Wins Prized Marketing Award
New Zealand Sugar was last night judged Supreme Winner of the TVNZ /Marketing Magazine Marketing Awards and winner of the FMCG category for the Chelsea Sugar brand campaign.
Up against marketing successes such as Cadbury and New Zealand Dairy Foods the Chelsea brand stood out to the judges who said; "This is a great example of strong relationship building using the end product - food - to build connections with, and involve, consumers nationwide. It's a quintessentially New Zealand campaign, drawing on community involvement to make sugar wonderful again."
The involvement of Kiwi personality Jo Seagar was central to the brand's success. Chelsea was positioned as a trusted family product associated with fun, sharing great food and good times. The Chelsea Sugar Great New Zealand Bake-off competition created interest in the brand and communicated its long-held family values.
Uncovering the baking 'secrets' of heartland New Zealand further evoked these values. The success of this campaign can largely be attributed to the integrated use of communication activity, designed to leverage off the newsworthy Bake-off. New Zealand Sugar also acknowledge the valuable input from their marketing partners Channel i, Network PR and Focus Research, all of whom helped get the marketing mix right.
Chelsea Brand Manager Vicki Lenihan, said the award was an honour to receive. "It is very rewarding for Chelsea to be regarded so highly by our peers in the industry. To be a finalist in such great company was exciting enough, but to win the Supreme Award was fantastic"
The marketing awards recognise companies that exhibit all-round marketing excellence and a depth of strategic and tactical marketing thinking and practice, as well as that elusive x-factor demonstrated by New Zealand Sugar.