NZ agency develops powerful video to cheer on national rugby team

A PR stunt for Unilever-owned Best Foods featuring 100 fans performing haka.

NZ agency develops powerful video to cheer on national rugby team

Auckland-based PR agency We Are Pead executed a 'stunt' to strengthen the sponsorship association between its FMCG client Best Foods and rubgy team Vodafone Warriors.

Due to COVID-19 restrictions, the sports team had to travel to Australia and isolate in order to play the season there. So to show the players that they still have five million fans in New Zealand, the agency and Unilever-owned Best Foods produced a hypnotising video featuring 100 fans performing the haka, an important part of the Maori culture.

The haka is designed to tell the story of unity overcoming the COVID-19 pandemic, and as a tribute to The Warriors for their sacrifice. We Are Pead worked with Tapeta Wehi, CEO of Tamaki Makaurau kapa haka group The Haka Experience, to create a bespoke performance. COVID-19 restrictions also meant that strict guidelines had to be followed during production.

The stunt was staged as a content shoot by Pead, with the agency responsible for end-to-end marketing delivery including creative ideation, content production, digital, social media and media relations. The agency also facilitated the sponsorship between the Warriors and Best Foods which includes an integrated 12-month amplification plan.

Kelly Grindle, director of integrated strategy at Pead, said: "The reaction to this story has been phenomenal with significant coverage across both traditional and social media, and headlines generated across the ditch in Australia to boot."

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