Belle’s Hot Chicken x PappaRich

A newsworthy collaboration campaign for PappaRich

Australia

Wasamedia created a collaboration, pairing its long-term client PappaRich with Belles Hot Chicken to create a limited edition special fried chicken sandwich which was available on PappaRich menus for a limited time.

Our highly successful campaign was tested in Sydney before being launched nationally in 36 PappaRich stores, supported by a huge media relations, geo-targeted social media and influencer campaign.

Key outcomes

  • Over $1m of PR coverage generated
  • Reach of over 2 million people on social media
  • Over 10,0000 sandwiches sold in 7 weeks, generating an additional income of over $150,000
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“The Belles Hot Chicken collaboration campaign was a huge success from both a public relations and revenue perspective. Wasamedia’s idea and subsequent marketing campaign generated huge national PR attention for our brand and also incredible reach through social media. The sandwich sales speak for themselves!"

Jeanette Kuek

PappaRich Marketing/PR Manager


People involved

Regina Lee
Regina Lee

Senior Account Manager

Lisa Rubner
Lisa Rubner

Digital strategist

George Redmond
George Redmond

Director

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