PR on a shoestring pays off

Galia Kerbel (MD, Greater Than) (left) and Lillian Henderson (Brand Manager, M&M’s) with their Silver Award – PR On A Shoestring.

The campaign objective was to communicate the brand as the official confectionary sponsor of Shrek The Third and align the brand with social sharing fun.

The agency's concept was to host an innovative media and celebrity event for the movie premiere as a national PR campaign, with a primary focus on the Cape Town region. This generated powerful and long-lasting media coverage over a period of three months as well sales of 1.2 million packs sold over the period.

The total value of publicity generated amounted to R446,275.56, over-achieving the campaigns objective and exceeding the client's expectations.

Total sponsorship value for this campaign was in excess of R20,000, thanks to Nu Metro's sponsorship of the movie premiere at the V&A Waterfront, and a complementary three-course dinner at Blues Restaurant in Camps Bay to conclude the evening's proceedings.

Lillian Henderson, Brand Manager, M&M's said, “… it proves that one does not necessarily need the biggest budget to be able to put together an exiting campaign that achieves the incredible awareness that the campaign achieved.”

The agency also won the title of Best Small PR Consultancy.