Arnott’s 180 Degrees
_____
Quisque et viverra justo, rhoncus cursus urna. Cras et mi purus. Nam ut erat consequat massa fringilla vulputate. Nulla vel accumsan tellus. Fusce auctor, justo vel faucibus congue, risus mauris interdum justo, sit amet efficitur tellus arcu imperdiet libero.
Demonstrating Pead’s talent for delivering creative execution with a strategic lens.
The brief
180 Degrees, a premium entertaining brand known for its range of crackers and bites, faced a sales decline despite strong market share due to cost-of-living pressures and evolving consumer trends. Pead was tasked with increasing brand awareness and driving product trial over key summer occasions—particularly Auckland Anniversary and Waitangi Weekend—while reinforcing 180 Degrees’ premium positioning amidst consumers trading down for value.
Pead developed the ‘Do a 180’ campaign to inspire Kiwis to choose 180 Degrees for summer entertaining. The campaign leveraged local content creators to produce engaging paid and earned digital content, supported by a curated press drop. A key media win included a feature interview with Arnott’s Country Director in Stuff Business, alongside additional earned media from the campaign.
The campaign generated 50 pieces of social coverage and 5 media placements, achieving a total coverage value of $249,000—$149,000 from social and $99,000 from media—effectively elevating the brand’s presence during critical trading periods.
The result
Keen to korero?
We work with clients far and wide, small and big.