Buderim Ginger | Agent99 - B2B and B2C PR Agency Sydney

Buderim – Ginger Pride Rally

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.
Buderim Ginger’s rebrand targeted the Gen-Y demographic. In order to continue reaching this audience, Agent99 needed to connect 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 the previous campaign, the Ginger Pride Rally was a disruptive method of gaining national attention for the Buderim Ginger brand, whilst also promoting a cause that related to the target demographic.
1,000 Gingers and friends marched through the streets of Melbourne CBD, alongside a festival featuring live music, sampling, ‘Ginger Beer Pong’, merchandise, and signage.
Two charity partnerships engaged – RANGA (Red and Nearly Ginger Association) and Bully Zero.
Redhead Instagram Influencer kits including slogan bubble cookies ie. Carrot-Top, Ranga, etc.
Media release series/exclusive angles including ‘7 struggles only a redhead would understand’.
Post-event Facebook vote on ‘where should the 2017 Ginger Pride Rally be held?’ with results released to media.

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+.