Issue: To gain widespread publicity in mass-market media for an innovative restaurant that was only open to the public for two days by targeting restaurant critics, general news and other media
Insight: Mango aimed to portray the ingenuity behind the Beanz Meanz Heinz café however only had access to short lead media due to very short deadlines, not to mention the fact that being open for two days left a small window for PR opportunities
Idea:Mango suggested sourcing a spokesperson – well-known footballer Shane Crawford – to appear at a media launch which opened the restaurant, followed by a VIP cocktail party to create word of mouth and excitement around the café. Immediately after these events, an extensive follow up was implemented
Impact: Mango gained publicity in state, national and international media, communicated the key message to include baked beans in everyday dishes. 30 radio interviews, 17 newspaper articles, five TV shows, eight international press and seven websites covered the activity
The campaign went over and above expectations, total PR value was over $4 million
