To celebrate the launch of Magnum Luxe, a new premium ice cream, into the New Zealand market and position it as the most indulgent ice cream. Showcasing the five exquisite flavours that are Magnum Luxe.
Campbell + Co delivered a PR campaign that included traditional media relations, an influencer send out and launch event. We worked with top market restaurant brand Culprit to create an event which showcased Magnum Luxe as the most premium ice cream on the market. We also created excitement about the launch by delivering Magnum LUXE directly to media and influencers in a branded Range Rover Evoque.
The campaign was a success and resulted in positive traditional and social media coverage. By breaking the campaign into two parts, we secured a broad range of media, and influencer coverage. Beginning with an influencer and media send out to create awareness and build excitement, through to creating a luxurious lunch for a range of top tier media and influencers to celebrate and showcase the new premium Magnum Luxe range.