Buderim Ginger is one of the world’s largest suppliers of ginger root products, with their headquarters and most of their ginger crops located in Sunshine Coast QLD. They produce ginger flavoured confectionary, drinks, and spreads.

Having successfully undergone a brand overhaul in 2014, Buderim Ginger sought to build on previous campaign efforts and further establish their position in the market by targeting the Gen-Y demographic. We created a campaign that connected with its audience in a unique, meaningful way and thus, the 2016 Buderim Ginger Pride Rally was born.

Building on the tongue-in-cheek nature of our previous campaign with Buderim Ginger, the Ginger Pride Rally was a disruptive method of gaining national attention for the brand, whilst also promoting a cause that related to the target demographic. The event was a success, with 1,000 Gingers, friends, and enthusiasts marching through the streets of Melbourne CBD, alongside a festival featuring live music by local Melbourne band The Vanns, free ginger beer, competitive rounds of ‘Ginger Beer Pong’, merchandise, and signage. The march celebrated the beauty of being a redhead. This was led by renowned redhead Michael Beveridge.

We executed two charity partnerships with RANGA (Red and Nearly Ginger Association), a community and event organiser taking ownership of its name which used to be an insult directed at redheads, and Bully Zero, which offers anti-bullying training and resources. Festival attendees were encouraged to donate at the free event, with all proceeds going to these charities.

To promote the event, we assembled Redhead Instagram Influencer kits, which included customised cookies with specialized icing on them with the words ‘Carrot-Top’ and ‘Ranga’ in speech bubbles. We sent these out to a targeted list, and they published a post in return.

To obtain media coverage, we conducted a press release series coupled with exclusive angles such as ‘7 struggles only a redhead would understand’. This strategy allowed us to garner the best possible results. We also completed a post-event Facebook vote which asked, ‘where should the 2017 Ginger Pride Rally be held?’ with results being released to the media.

So, what are the results?

  • Over 1,000 people attended the Rally, against a KPI of 100.
  • 210+ pieces of coverage were secured in traditional/online/influencer and youth-oriented outlets, including Daily Mail, Pedestrian.TV, and The Project.
  • All major TV stations and news outlets covered the event.
  • Audience reach of 25 million+.
  • As a result of the innovative campaign, Buderim Ginger Beer was subsequently ranged in Coles and Woolworths crating major business impact for the brand.

This campaign also earned Agent99 the incredible accolade of Consumer PR Campaign of the Year in 2017 at the NSW PRIA Golden Target Award and was Highly Commended on a national level.

If you’re interested in a chat about how Agent99 could help you or just want a chat, please contact sharon@agent99pr.com.