Hawkes Bay Tourism: Taste of Summer

In a strategic PR campaign aimed at revitalising the region post-Hurricane Gabrielle, Secret Sauce partnered with Special PR, Rush Munro's, and Hawke’s Bay Tourism to craft bespoke ice cream flavours, showcasing the essence of the region's summer activities.

Working with Rush Munro, Secret Sauce developed four incredible ice cream flavours reflecting the best of Hawke's Bay, reminding tourists that the region was open for business. Secret Sauce's team of chefs, crafted the accompaniments to complement each ice cream flavour.

Pedal the Cycleways: Wildflower ice cream with Gimblett Gravels white chocolate biscuit stones, strawberry-Syrah sauce, lavender, and borage flowers.
Farm-to-plate Excellence: Lamb and mint ice cream with white chocolate-pea macaron, chocolate-Merlot sauce, and fresh mint.
Peak-top Picnic: Manchego, honey, and fig ice cream with Craggy Range manchego wedge and walnut crumb.
Relish in the Coastline: Ice cream inspired by Hawke’s Bay's 350km coastline, offering a refreshing taste of the region's abundance.

This initiative garnered widespread media coverage, including features in 13 prominent outlets across New Zealand and appearances on breakfast TV. Through this exposure, the campaign effectively highlighted Hawke’s Bay's diverse experiences, inviting audiences to the region for the summer period.

Results

PR Value: $1,056,975

PR Reach: 3,606,567

Media coverage: 22

Social Reach: 135,332

ROI: 21:1

Testimonial:

Secret Sauce was a dream to work with. Stacey very quickly understood the vision and desired outcome, and went to work making it a reality. Her creativity and her cuisine knowledge is exceptional and we were delighted with the result. We would work with Secret Sauce again in a heartbeat. Jessica Wauchop, Head of PR and Marketing, Hawkes Bay Tourism.