Molenberg launches The Molenberg Sandwich Shop in latest campaign via Special Group NZ

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79014_The Molenberg Sandwich Shop 1.jpgMolenberg has long been recognised as the perfect sandwich bread. To showcase this, Special Group helped the brand create ‘The Molenberg Sandwich Shop’ in the heart of downtown Auckland, 2 Queen Street.

 

In a fully integrated campaign Molenberg invited New Zealanders to submit their ideas for a best selling sandwich, chose one a week to sell alongside the other sandwiches, and in a novel twist the winner got to keep all of the money that their sandwich made.

The campaign came to life across multiple mediums including packaging, point of sale, radio, digital, social, PR, sampling and outdoor.

 

Says Hilary Cootes, general manager, Special Group: “There has been so much good feedback on the shop. Molenberg succeeded in inspiring people and showing them just how great a sandwich can be.”

 

Says Heath Lowe, design director, Special Group: “We wanted to make a space that feels like fresh, everyday kiwi goodness – the perfect sandwich shop for the perfect sandwich bread.”

 

At the end of the campaign the five weekly winners went head to head for the final week, with the winner keeping the total takings of all the sandwiches sold that week.

 

Says Rob Jack, creative partner, Special Group: “In Molenberg we had an innovative partner. Their commitment to launching and running a sandwich shop to showcase the potential of their iconic brand has been second to none. It’s been an incredible project.”