If you've watched Saturday morning TV in New Zealand, or have young children who do, you'll be familiar with What Now—the iconic programme that has been on-air since 1981. At William Aitken & Co (WAC), our recent collaboration with What Now saw us showcasing two products with 12-month giveaways for viewers, Sun-Maid raising and Aqa Lite. Through this partnership, we enhanced the visibility and engagement for these two standout products, showcasing our strategic approach to FMCG brand awareness.
Reigniting Sun-Maid Raisins: A Kiwi Favourite
Sun-Maid raisins have been a staple in New Zealand households for generations, often found in school lunchboxes and cherished as a healthy snack. Despite its long-standing popularity, we saw an opportunity to reignite the brand's presence in the public eye. Partnering with What Now, the Saturday TV show with a strong following among families, provided the perfect platform to showcase Sun-Maid in a fun and engaging way.
By featuring Sun-Maid raisins on What Now, we were able to tap into a nostalgic connection with parents while introducing the brand to a new generation of young viewers. This initiative not only boosted brand visibility but also reinforced Sun-Maid’s position as a trusted and loved product in New Zealand.
Aqa Lite: Promoting a Modern, Health-Conscious Choice
Aqa Lite is a refreshing soft drink alternative that has quickly gained popularity in school canteens across the country. With zero sugar and a variety of delicious flavours, it’s the perfect choice for health-conscious consumers looking for a fizzy treat. Recognising the brand’s potential, we collaborated with What Now to show the variety of Aqa Lite flavours available.
The feature on What Now highlighted Aqa Lite's unique selling points and positioned it as a trendy, health-friendly beverage option. This exposure was crucial in driving FMCG brand awareness and encouraging trial among new customers, particularly within the school community.
Our Strategy for Driving FMCG Brand Awareness
Our partnership with What Now is part of a broader strategy to support our brands by leveraging popular media platforms to reach and engage with target audiences.
Here’s how we do it:
Identify Opportunities: We carefully select media collaborations that align with our brands' values and target demographics to drive FMCG brand awareness.
Engage Audiences: By integrating our products into engaging content, we create memorable experiences that resonate with viewers.
Boost Visibility: Features on well-loved shows like What Now significantly enhance brand visibility and awareness.
Drive Sales: Increased visibility and engagement translate to higher sales and market penetration for our brands.
At WAC, our mission is to ensure that both iconic and emerging brands thrive in the competitive FMCG market. Our collaboration with What Now to feature Sun-Maid raisins and Aqa Lite is a testament to our innovative approach to brand support and our dedication to driving FMCG brand awareness.
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