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Daemon Group Case Study James Squire

Daemon Group Case Study James Squire

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Published by catdouglas
Daemon Group creates a culinary stir with the launch of the first ever James Squire Chef's Match competition with coverage in over 30 leading publications.
Daemon Group creates a culinary stir with the launch of the first ever James Squire Chef's Match competition with coverage in over 30 leading publications.

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Published by: catdouglas on May 07, 2008
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06/16/2009

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daemon 2ic was an inteGral part oF tHe success oF tHe inauGural cHeF’s matcH campaiGn.

tHeir enGaGinG and tarGeted communication oF tHe Brand and campaiGn messaGes ensured extraordinarY visiBilitY and coveraGe in our First Year
Avi Topelberg Brand manager, James Squire

Great australian Food and exceptional James squire Beer
Daemon 2iC CreateS a Culinary Stir with the launCh of the firSt ever JameS Squire Chef’S matCh Competition
cHallenGe Dove tailing with James Squire’s overall strategy to own the beer and food arena, Daemon 2iC was tasked to launch the inaugural James Squire Chef’s match competition to media. in august 2007, Sydney chefs set about pairing great australian food with exceptional beer in the first-ever James Squire Chef’s match competition. the overall challenge for Daemon 2iC was to educate consumers; encouraging them to experiment with beer and food matching. strateGY Daemon 2iC created a two-tier media relations campaign to infiltrate both top-tier food media and the local press. the idea was to commit the media as champions and supporters of the James Squire Chef’s match, using their influence and power to educate consumers. a pre-publicity campaign for medium and short lead media announced the competition and encouraged food lovers to visit the competing restaurants and pubs. tier two focused on profiling the competition winners and publicising the success of the campaign. results Daemon 2iC secured coverage in over 30 leading consumer and trade media during the Sydney-only James Squire Chef’s match competition; a massive combined circulation and listenership of 3,654,943! a particular highlight was a half-page feature on the competition in Smh Good living, including quotes from flavour expert and judge matthew Kemp. Securing media coverage in over 0 local and commuter newspapers where participating venues are located, was another campaign highlight. overall, Daemon 2iC exceeded all agreed campaign Key performance indicators by over 50%.

Daemon 2iC – Case Study 

Daemon 2iC – Case Study

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