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Case Studies: Sweet William

Coverage in leading food publications * Over 50 media placements * Creative send-out

How Did WordStorm Get Tom Cruise Involved? Read On...

Sweet William is the first company in Australia to manufacture dairy-free chocolate for people with special dietary needs. Sweet William chocolates contain more fibre, Vitamin E, Omega 3, and Omega 6 fatty acids, compared to regular chocolate. Catering to consumers with food intolerances, Sweet William products are free of lactose, gluten, tree nuts, peanuts and animal products.

THE IMPACT

To emphasise its point of difference to the vast range of Australian confectionary, WordStorm PR came up with the idea to send the nut-free nut bar, 'Not Nuts' in a box with a bunch of 'nuts'. WordStorm PR cleverly selected a range of 'nutty' images (Tom Cruise jumping on Oprah Winfrey's couch for example), and placed them alongside Not Nuts in a branded box. Attached to the chocolate bar was a note saying 'The only thing in here that's NOT NUTS.

MEDIA COVERAGE

Sweet William chocolate products were featured in Australia's leading food publications and newspapers, reaching more than five million Australian consumers. In a three month campaign, Sweet William was featured in over 50 wide-reaching publications, including The Sunday Telegraph, The Daily Telegraph, The Herald Sun, mX, Super Food Ideas, Australian Good Taste, Australian Table, ABC Delicious and Slimming and Health.

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