Award-winning content to stimulate minds (and taste buds).
Winner: The Content Council (USA) Pearl Awards
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Winner: The Content Council (USA) Pearl Awards ⋆
Challenge
‘The Kitchens’ on the Gold Coast was a newly constructed $160m food destination. Plump & Spry was engaged to help drive interest for the launch - helping to drive foot traffic to the centre and its culinary workshops.
Solution
P&S created a contemporary ‘zine’, focusing on food trends, seasonal ingredients, skill sharing and recipes to try. The aim of the publication was to reflect the breadth of food options and intriguing experiences found at The Kitchens. We worked with chefs, food stylists and expert food writers to ensure the quality was unquestionable. All content was created to be shared cross platform - to maximise usage and drive results.
Results
The magazine was delivered to 50,000 targeted homes in the local community to drive interest and foot traffic. The publication was also housed in centre, where all copies were snapped up by customers, who provided positive feedback. All workshops sold out and retailers noted the sales impact of the initiative.
While we’re unable to share the confidential data, we’re able to confirm the publication was so effective on sales it was extended from a ‘one-shot’ into a permanent fixture on the marketing calendar – becoming a quarterly title. The magazine went on to collect gold at The Content Council’s ‘Pearl Awards’ in New York.
