Our strategy was to get young people to switch to the MAGNUM brand by leveraging their love of fame and all things celebrity - in doing so making MAGNUM SANDWICH famous.A promotion based idea inviting people to ‘Be the King’ with MAGNUM SANDWICH utilised youth TV and social media.Once we discovered our star, we catapulted them directly into red carpet territory.

Partnering with the NZ Music Awards we offered the ultimate celebrity prize – a VIP experience at the awards.Content integration was key for this campaign, with our winner being interviewed live on Select Live on the day of the awards, product being featured in the build up coverage and our winner and her entourage being interviewed live on the red carpet.MAGNUM SANDWICH’s position as the official dessert and broadcast sponsor of the NZMAs Red Carpet Special amplified the campaign and secured campaign success.

The launch idea was a significant success, generating results and reach in a memorable and entertaining manner.

•Magnum Sandwich drove parent brand share by 2.1% •Magnum Sandwich outsold all Memphis skus in Nov/Dec and had greater share for the whole quarter, despite only being in market for 2 months. (Price point was at category average so did not influence share).Marketing Director Andrea Martens commented “The Magnum Sandwich campaign exceeded all expectations and was key to the early sales success. The idea perfectly fitted the spirit of the Magnum brand as an icon of pleasurable experiences.”