New Zealand Bakels

2015 marked the 19th annual Bakels NZ Supreme Pie Awards. This is the main event in the NZ baking industry calendar.

AMG Group was contracted to increase media and consumer awareness for these iconic industry awards. As these awards have been in existence for some time, our task was to create excitement and a new reason for the media to give the event the exposure it deserves. We decided to extend the campaign to attract media attention before, during and after the awards.

Our creative approach to the campaign included interviewing past award winners and present entrants, gaining insights into the lives of everyday bakers and what it means to win a Bakels NZ Supreme Pie Award. These stories attracted media exposure from April, well before the winners were announced in July. The Bakels NZ Supreme Pie Award winning publicity extended well into September across multiple media platforms.

To encourage younger bakers to enter the Bakels NZ Supreme Pie Awards in the future, the Young Apprentice Award was established, gaining further media exposure.

The Bakels NZ Supreme Pie Awards publicity campaign proved to be a tremendous success, gaining over $1 million worth of exposure with 170 interviews and articles across all media, including: 

Television exposure on 3 News, One News, Prime News, The Paul Henry Show, Canterbury Live and Good Morning.

Radio interviews on More FM, RadioLive, ZM, Newstalk ZB and Classic Hits. 

Newspapers, including national, regional and suburban press such as The New Zealand Herald, The Northern Advocate, Bay of Plenty Times; Southland Times and The Press. 

Consumer and industry food magazines including Restaurant and Catering News, FMCG Business, Taste and MiNDFOOD.

The Bakels NZ Supreme Pie Awards publicity far exceeded the client’s expectations and we look forward to seeing what can be achieved year on year. It’s a very exciting project to work on!