The Cuisine Good Food Awards and Vittoria Coffee

Vittoria Coffee has been a driving force behind the Cuisine Good Food Awards for the past five years. In 2016 we solidified Vittoria's standing as a high-end coffee brand, created strong awareness and sales opportunities with New Zealand's top chefs and restaurateurs, and delivered a powerful, integrated, campaign across six months of Cuisine magazine.

The Challenge

To demonstrate the value and relevance of Vittoria’s brand in the New Zealand market while not disconnecting the brand too far from its Australian roots. Our idea A fully integrated, three stage campaign that would make Vittoria Coffee synonymous with the Cuisine NZ Good Food Awards. In the first stage we included Vittoria in the marketing, PR and editorial communications, in the second we created a full brand experience as part of the awards and the final stage tied the campaign together with a wrap up in the November issue of Cuisine magazine.

What we did

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Vittoria was integrated throughout the launch of the awards, using a series of editorial pieces in Cuisine to talk about Vittoria’s success as a driving force behind the Cuisine NZ Good Food Awards for the past five years. The editorial was partnered with a print and digital advertising campaign and social media activation, which included a giveaway of ten Vittoria Coffee machines. We revamped and rebranded the Cuisine NZ Good Food Awards (including a new event logo) to integrate the awards with Vittoria’s branding. The use of black and gold added prestige to the awards while reinforcing the prestige and luxury feel of Vittoria Coffee.

We expanded the awards night from a cocktail night for 150 people to a formal sit down dinner for 400, widening the exclusivity of the awards to more of hospitality’s decision makers - Vittoria’s target market. The expansion allowed us to increase brand reputation through word of mouth and create a meaningful connection between the highly valuable guests and Vittoria Coffee.

A key element was enabling Vittoria to congratulate the 83 finalists via a special finalist pack that included Vittoria products. On event day staff wore Vittoria branding and Vittoria pop-up bars served Vittoria-tini cocktails and coffee throughout the night.

The insight

As an Australian brand sponsoring New Zealand’s only national restaurant awards, Vittoria demonstrated its support for the NZ hospitality industry and in doing so strengthened its relationships with NZ’s best chefs. Aligning itself with industry movers and shakers and capitalising on a high end brand association built credibility and confidence with consumers. The results The awards night provided a prestigious platform for Vittoria to speak to the majority of New Zealand’s top chefs and restaurateurs. It was a unique opportunity for Vittoria to show its support for the New Zealand hospitality industry and resulted in amazing feedback from finalists and winners. The integrated and planned approach delivered ongoing brand awareness and engagement opportunities across a prolonged period.

The results

The awards night provided a prestigious platform for Vittoria to speak to the majority of New Zealand’s top chefs and restaurateurs. It was a unique opportunity for Vittoria to show its support for the New Zealand hospitality industry and resulted in amazing feedback from finalists and winners. The integrated and planned approach delivered ongoing brand awareness and engagement opportunities across a prolonged period.

What the client said

Vittoria Coffee CEO Les Schirato presented the Vittoria Coffee Chef of the Year award and co-presented the Cuisine Restaurant of the Year award and said, “This year’s Cuisine NZ Good Food Awards surpassed all other years and, in fact, was better than Melbourne’s Good Food Awards.”