Grown in the orchards of New Zealand, Munch’n kiwiberries was the newest superfruit to hit Hong Kong. Cred worked with Freshmax in New Zealand, the parent company that manages the Munch’n brand, to introduce the deliciously sweet kiwiberries to the local market.
Our PR campaign focused heavily on media relations to get the word out. We distributed 89 bilingual press packs featuring press releases and packs of kiwiberries in visually-appealing bags to 52 different media and 20 KOLs across Hong Kong. We also collaborated with one of the biggest trendy online platform Tagisis to shoot a product video.
Our campaign achieved over 30 pieces of coverage across print, digital, and social platforms, majority of which were from popular lifestyle and parenting publications such as SCMP, AM730, Baby Mo, Commercial Daily, Cosmopolitan, Vivi, Liv, Wcity.com, HKEJ as well as leading bloggers including Foodsearchers, Ctunglee, Phoenix K, Fatasslovefood, Cray4food and Chocolatemumui. The online video by Tagsis earned 23,857 views, over 200 likes, 45 shares, and 25 positive comments.
“CRED Communications are PR superstars! In early 2017 we engaged CRED to create buzz around our Munch’n kiwiberry brand in the Hong Kong market – which they undoubtedly achieved by gaining us wide exposure across their large number of contacts in the food and beverage scene. All of the CRED team are very friendly, professional, seamless on communication and they all really believed in our brand from the start, which made us feel at ease. Originally they came recommended to us, we wouldn’t hesitate to recommend them to others and we look forward to working with them again next season.“
Tracey Burns, Division Manager, Export, Freshmax NZ Ltd, New Zealand