Challenge
It had been years since Dad's Pies® had done a significant brand activation, which is why we wanted to do something big and bold to reignite brand equity growth and reconnect kiwis with the brand. One of Radio Hauraki's most successful promotions was Beer & Pie July, which was coming into its 8th year and was looking for a fresh way to kick it up a notch in 2024.
Solution
Instead of doing a traditional content based sponsorship for Radio Haruaki’s Beer n Pie July program. The team decided to take it one step further by bring the promotion off the radio waves and onto shelves by cocreating a pie flavour with listeners. Which would then be voted on, wrapped in golden brown pastry and let loose onto shelves nationwide.
Activation
The campaign was broken into three phases. The first phase was Beer n Pie July, which saw Radio Hauraki set up an online submission form to capture listeners pie flavour and beer matches. Phase two saw listeners vote on which of the top four pie flavours should be launched as the Radio Hauraki pie. Phase final phase was the Christmas launch of the Radio Hauraki pie.
Although summer is not the obvious time to launch a new pie flavour. We knew that listeners would appreciate having the Radio Hauraki pie in time for New Years and the 2025 summer roadie seasons. Because a kiwi roadie need three things, mates, great tunes and of course pies. The entire campaign ran across radio, outdoor, TVNZ and social media over a six month period.
Results
The Radio Hauraki Angus Beef & Jalapeño Cheese pie;
• Gained incremental multichannel ranging.
• Shifted Dad’s Pies key brand health metrics.
• The campaign won best 2025 NZ radio sponsorship & partnerships category.
Project Copyright
