We were tasked with highlighting Easter as a big baking occasion, making home-baking relevant today for Stork’s target audience and occasional baking fans as well as positioning Stork as the best ingredient to use when baking cakes, pastries etc. at Easter.
What we did
With over 90 years of heritage in Ireland, we wanted Stork to engage consumers and media in a new and innovative way for the brand.
To get media and consumers tasting and baking with Stork, we arranged the Stork Afternoon Tea Party to run over the course of two days - a series of public, ticketed events in aid of Breast Cancer Ireland where guests were invited to bake two tasty Stork recipes with ambassador and top dessert chef Louise Lennox, followed by a vintage-style afternoon tea with a live gramophone DJ.
We pre-promoted the event by issuing a diary note to event listings, lifestyle and food media and secured two national broadcast interviews for our Stork ambassador Louise Lennox who delivered the key messages about Stork and the Stork Afternoon Tea Party.
As well as the public events, we arranged an exclusive event preview for media and influencers to ensure a high social reach on the event day. This also ensured social coverage post-event.
The event was sold out weeks in advance
National TV and radio coverage secured
Surpassed print and online KPIs two-fold
Overall reach was 4,163,153
#StorkTeaParty was the No.1 trending topic on Twitter in Ireland during the media event
Feedback from attendees:
‘We loved this event so much, we’d pay three times as much to come again next week, have the same experience and support such a good cause.’
‘I hope today’s event will be the first of many by Stork!’
‘I love to bake all the time, but at today’s session I learned how to decorate my creations like a professional’