Sunny Queen

Overview:

Red Agency was engaged by Sunny Queen Australia in January 2015 to manage a crisis issue. The success of our strategy and execution with media management and key messaging impressed the company so much that they retained us to manage ongoing media relations, event management and stakeholder engagement to build confidence in the brand, and promote it as a leading producer in the egg industry. A complex industry with stakeholders in animal welfare, nutrition, healthcare and more, Sunny Queen Australia engages PR to help promote new ventures, tap into new markets, gain consumer confidence, promote community services and position the brand as a leader in egg production.

 

Execution:

Red Agency developed a 12 month media strategy for both the trade arm, Sunny Queen Meal Solutions, and consumer arm, Sunny Queen Farms, that specifically focuses on promoting food safety practices, nutritional benefits of eggs, cost effectiveness and versatility to the target stakeholders. A series of PR campaigns have been implemented, including launching Sunny Queen Meal Solutions, augmented reality collection cards, raising funds and awareness with Eggs for Soldiers for Walking Wounded, and promoting food safety practices. Red Agency also manages events and sponsorship negotiations for the brand.

 

Outcomes:

  • Key messages including nutrition, value for money, and simplicity published in more than 50% of coverage
  • The website is included in 31% of coverage
  • Secured more than 275 pieces since 2015
  • More than 53,233,069 million Australians have been reached through PR activity alone
  • Coverage in trade and consumer media includes: The Age, Go Hospitality, Food Service, The Sunday Mail, Brisbane Times, Courier Mail, news.com.au

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