Adoni Media

How did you select this vendor?

Adoni had produced on our 'Chicken Heroes' brand repositioning project but never on a menu campaign so we keen to see if they could deliver similar results for the Donut Burger.

Describe the scope of their work in detail.

Adoni structured a campaign to create two different news hits.

PHASE ONE: WA’s greatest job Create a news opportunity in the lead up to the product launch to create hype around it.

We decided to hire four 'burger taste testers' to help put the finishing touches on the product before it appeared in stores. It was the perfect opportunity to create a news story about “Western Australia’s greatest job”.

The job ad went live and hours later, our media release was sent. It attracted coverage far and wide, starting with a minute and a half on WA’s leading news organisation, Channel 7 News at both 4pm and 6pm and gained extensive online attention across Western Australia. Social media had a blast with it and the coverage attracted almost a thousand job applications in just three days.

Clearly there was interest in this new product, even though it was clouded in secrecy. We hadn’t revealed what the tasters were testing, just stating it was a new burger set to launch in a fortnight.

PHASE TWO: The donut burger launches On the same day the donut burger launched to market, we created a media event. Journalists were invited to a Chicken Treat restaurant where they could interview CEO Mimma Battista and speak to the two successful applicants of the “Greatest Job in WA”. They would also have an opportunity to get photographs and vision of the donut burger and try it for themselves.

We also organised to shoot a Video News Release so we could send the story to regional areas across WA and in Queensland where Chicken Treat restaurants are located. It led to coverage across both States, including these two TV stories which aired in Bunbury and Rockhampton.

As well as localised stories, journalists love controversy and the donut burger happened to launch the same day the Australian Medical Association held a media conference about obesity. The burger prompted some lively comment from the head of the AMA which just led to more conversation and further coverage across news media.

The story featured in all three metro commercial television networks and regional TV news, had a near-full page in the West Australian newspaper with a great photo, and numerous online articles which ran nationally and internationally.

We also arranged for the burgers to be delivered to talkback radio station 6PR so the Drive presenter and producers could try it on air. Social media hailed the launch of the burger “marketing genius” and the extensive media coverage ensured people knew about the Donut burger (which quickly sold out as a result).

It also created long-lasting brand recognition for Chicken Treat and solidified its personality as a “jester brand”, one that has fun and creates quirky products that people love to talk about.

What was the team composition?

The Adoni team was led by Sarah Best, Communications Manager in WA on the ground, supported by Leisa, Addoni Managing Director. The Chicken Treat team was Senior Brand Manager Andrea Slinger and CEO Mimma Battista supported by our marketing and operations team.

How did you select this vendor?

I reached out to multiple local vendors, and none of them had the right feel for a potential partnership. We needed someone who’d work with our small size and budget without sacrificing service. When we met with Leisa (Founder and Managing Director, Adoni Media) and her team, they brainstormed innovative yet realistic solutions to our problems on the spot. That and their professionalism impressed us from the beginning.

Describe the scope of their work in detail.

We first held meetings to make our company focus and project goals as clear as possible. Adoni Media then provided plans for a series of ad campaigns with specific timelines and budgets. The team designed these campaigns to broaden brand awareness, grow our client base, and increase our driver recruitment efforts. They combined digital and traditional marketing efforts into an integrated strategy. Once we approved it, Adoni Media implemented the ad campaign. We continue to use their digital strategy services.

For media training, Adoni Media utilized an in-house cameraman to give our leadership team real-world experience. Our leadership gained the confidence to handle future media encounters. Adoni Media also provides support on small issues. When the ‘Book Now’ function on our site failed—and our web developer was not available—their team jumped in and fixed it immediately.

What was the team composition?

We work with a variety of in-house experts ranging from content writers and SEO specialists to front- and backend developers and media presenters.