Incorporating a variety of foods that are widely believed to be brain-boosting, such as beetroot, spinach, turmeric, olive oil and blueberries, as well as a range of native ingredients selected by Thé, “The Unforgettable Cake” delivered a balanced combination of flavour, texture and nutrition.
Importantly, the cake also recognised the 70th anniversary of Meals on Wheels in Australia, and was developed in conjunction with some of Australia’s leading nutrition and brain health experts.
Drawing on its communications experience across the hospitality and not-for-profit sectors, Biased was brought onboard to amplify the earned media component of the Unforgettable Cake campaign.
The campaign achieved strong local and national media coverage, spanning TV, radio, print, social and online, with over 100 pieces of coverage reaching more than 50 million eyeballs. From a longer-term perspective, the campaign also generated over 300 new donors and 50 volunteer applications for Meals on Wheels, while significantly increasing website visitation, ultimately supporting members and raising awareness about this vital not-for-profit organisation.
The Unforgettable Cake
Meals on Wheels NSW
WHAT WE’RE DOING
Earned Media Strategy
Targeted Media Outreach
Content and Copywriting
Media & Influencer Send Out