The baking aisle is notoriously boring, with little reason to rethink purchasing behaviour. To disrupt in-store, we created a collectable artist edition and creative in-store promotion. With a 160% increase in sales, Chelsea Sugar was able to demonstrate to retail customers and consumers alike the joy of baking.

Greg’s muse was the natural surroundings of the Chelsea Sugar refinery, with beautiful views across the Waitemata Harbour. The art was then turned into a beautiful tin available in supermarkets across New Zealand. We worked with Greg to create an exhibition of the artworks as a collection called "Golden Summer," sold through art galleries and creating wider PR for the limited edition packaging.

To celebrate the new tin, we collaborated with Fuse PR to spread the word to foodies and bakers. We cooked up a tasty media kit, filled with baking, recipes, a tin of the golden good stuff and even a tea towel to do the washing up afterwards. The Collectors Set was used to create media engagement and consumer giveaways in social and in-store.

With retailers doubling expected orders, we achieved a 160% increase in sales and created a special experience for consumers in an otherwise boring part of the supermarket.

We were able to generate over $160,000 worth of PR doubled engagement in social media and increased sales by 160%. We also had the pleasure of winning Silver at Best Awards.