Australian Macadamias is an organisation dedicated to supporting Australian Macadamia growers, promoting and providing education around macadamia nuts in Australia. The brand wanted to increase household penetration of Australian Macadamias and increase domestic sales of the kernels and its related products.
Based on previous successful campaigns in the food sector, Agent99 was tapped to create and deliver an integrated earned media campaign that tied in with the organisation’s broader national efforts to get Australians consuming macadamias in a way that would convert them into loyal long-term advocates.
To raise awareness of Australia as the natural home of macadamias and educate consumers on their versatility, Agent99 developed a long-table dining experience for media and influencers hosted by celebrity chef Matt Moran and athlete/macadamia farmer Giaan Rooney. The dinner featured a menu by Chef Moran, showcasing macadamias in unique and decadent ways.
Following the launch, Agent99’s media strategy included profiling opportunities with Moran and Rooney, advocating for macadamias’ diversity in cooking and educating consumers on macadamia farming and its Australian roots. This was supplemented by recipe pitching to relevant media outlets.
To further amplify awareness, Agent99 created curated Australian Macadamia kits sent to influencers, encouraging them to use the macadamias in their cooking and share the results on their platforms.
The event saw 20+ top-tier media attendees who were able to engage with the brand and experience unique macadamia dishes, whilst learning more about the Australian nut.
Agent99 secured 50 unique editorial pieces of coverage in outlets such as Channel 7 Sunrise, Channel 9 Today Show, Sydney Morning Herald, 9Honey and The Australian with a reach of 75+ million.
22 influencer posts went live during the campaign as a result of the curated macadamia kit send outs, with over 1.3 million reached through these ambassador partnerships.
The five-month campaign saw a total of close to 100K website users during the campaign, which was a 15% increase compared to the five-month period prior to the campaign. Of these users, 95% were new users.
During the campaign, 73,000 website hits were achieved for Australian Macadamias through organic search.
