CHARGRILL CHARLIE'S x ANNA POLYVIOU COOKIE DOUGH LAUNCH

Feb 3

MVMNT partner, Chargrill Charlie’s are known for their creative partnerships and delicious food. After a successful launch of their cookie dough in collaboration with Australian pastry chef Anna Polyviou during last year’s lockdown, Chargrill Charlie’s decided to bring back the lockdown cookie dough, this time with a mouth-watering new flavour.

The team at MVMNT were enlisted to conceptualise a creative media and key opinion leader (KOL) strategy to generate awareness and push sales. The strategy consisted of traditional media pitching and gifted product that was sent to lifestyle and hospitality media and KOL’s in Sydney and Melbourne.

MVMNT created 150 care packages that featured the 2 cookie dough flavours, ‘Biscoff Bites’ and ‘Triple Choc Chip.’ The dispatches included informational cards that delivered key messaging of Chargrill Charlie’s collaboration with Anna and highlighted the relevant social tags to drive social media mentions from KOL’s and media.

SERIVES PROVIDED:

Pitch development
Press release development
Media outreach
Editorial placement
Key Opinion Leader social placement

STRATEGY:

For this activation, MVMNT cultivated an Instagrammable sendout concept that was designed to attract organic stories and static posts across both KOL and media social pages. The dispatches were accompanied by a mass outreach to Australian hospitality and lifestyle publications that aligned with the key messages of the collaboration. MVMNT reached out to a wide range of contacts to ensure that a substantial amount of coverage was secured for the launch of the cookie dough.

RESULTS:

Online coverage across 7 publications (Thrillist, Sitchu, 9 Honey Kitchen, KIIS 106.5, WSFM 101.7, Broadsheet and Delicious) with an estimated total of 366,000 views
Social media mentions (150)