Fairtrade Sugar Launch
BRIEF AND REQUIREMENTS
MANGO-OMC worked closely with the Fairtrade South Africa team to develop a strategic communications plan to launch Fairtrade sugar to the consumer and business markets.
- Strategic media introductions to the brand and the new product.
- Put together a field trip for selected media to the factory in KZN. Managed all logistics from invitations to RSVP’s and hosting as well as event management.
- Generation of thought leadership pieces and placement in business media.
- Press release generation and placement in media.
- Crisis communications and reputation management.
- Extensive media liaison.
Some of the results (as of november 2020) and over a 3 month period of time.
- An AVE of R1,363,870.44.
- A campaign ROI of x 11.3.
- Reach of 17,143,019.
- New media relationships across news, health, business and lifestyle media.