Nescafe’ TogetherNES

Connecting neighbours over a cuppa

The Brief

TogetherNES is an initiative aimed at heartland Nescafé consumers, encouraging them to foster a stronger sense of community by getting to know their neighbours better through the friendly act of sharing a cuppa.  TogetherNES also invites community submissions for funding from a potential $100,000 pool for worthwhile community projects. Nestlé NZ sought an innovative media plan to launch the initiative.

Our Solution

In order to create a launch media angle, we commissioned Colmar Brunton to conduct The State of our Neighbourhoods research on behalf of Nestlé NZ.  The research uncovered the desire of Kiwis to connect with their neighbours and barriers to that interaction.  The result was a compelling news hook – ‘Research shows most New Zealanders have little or no contact with their neighbours’.

Additionally we recommended the involvement of a third party organisation and liaised with Neighbourhood Support to fulfil that role.  Briefing packs were sent to 16 Neighbourhood Support regional reps to spread the message to their members and as a media briefing should they be contacted.

The media launch targeted community and provincial daily newspapers as the mediums of our grassroots audience. We also briefed media columnists and a number of talkback hosts and regional radio DJs.

The Results

• Media coverage was resoundingly positive, with an excellent regional spread and circulation in excess of 700,000.
• Neighbourhood Support’s National Manager participated in a number of radio interviews and regional representatives were contacted by their local media to comment on the state of their local area.
• TogetherNES had high visibility at the annual joint Neighbourhood Support/Community Policing conference, with the initiative specifically referred to by Minister of Police, Annette King.
• Neighbourhood Support members were inspired to look for more opportunities to promote TogetherNES in their area.

More information