Saucy Barbecue Site Celebrates Great Aussie Traditions

The situation

South Australian producer Beerenberg Farm was well known for its premium Australian jams and pickles, but needed to raise awareness of its range of sauces. With the help of Hughes PR,  they launched a ‘sauces’ campaign focusing primarily on social media.

Objectives

Key objectives of the campaign were to:

• Raise awareness of the Beerenberg brand across Australia
• Raise awareness of Beerenberg’s barbecue sauce products
• Enhance Beerenberg’s database; and
• Test relevance and effectives of social media for Beerenberg.

Elements

Key activity included:

• Teaming up with Adelaide-based digital agency Enpresiv to roll out an engaging digital campaign.

• Developing a campaign microsite which was supported by Google Ads allowing site visitors to submit stories, photos and videos.

• Developing a competition on the microsite where weekly winners became finalists, with a judging panel selecting the “Ultimate Aussie BBQ Legend.”

• Creating a Facebook page and Twitter account to support the campaign and drive traffic back to the microsite.

• Instigating a proactive media publicity program to support the digital campaign.