Mersey Valley Cheeses

The client brief 
To launch Mersey Valley cheeses to the NZ media, introducing the new grocery category of ‘club cheddars’.

The product 
Mersey Valley is the leading cheddar brand across the Tasman and offers a range of sharp and crumbly cheeses.
 
The response
We sent the 3 varieties in a picnic basket with baguettes and grapes to top food and lifestyle media. These ready-to-eat media kits meant the editors could try the cheeses straight away, and it pitched the cheeses as a twist on the classic cheddar and a great addition to summer picnic baskets.

The outcome
Mersey Valley has already received over $45,000 worth of media in the first two months following the launch campaign, with placement in over 15 media outlets including Australian Women’s Weekly, Sunday Star Times, Good Health, The Dominion Post, New Idea, Woman’s Day and Homestyle.

The client said
“We’ve been really impressed with the efforts from Elysia and the team Product Placement and have received really positive feed-back across our broader business on the quality of the work put together.”
– Hannah Fraher, Brand Manager, Lion Dairy & Drinks