Skinny’s latest campaign elevates with new media -first executions via PHD and Spark PR & Activate

Hot off the heels of a strong creative launch, Skinny is continuing to celebrate its new Get The Skinny campaign with a New Zealand media-first and uniquely ‘Skinny’ executions from PHD and Spark PR & Activate.

Launched with Colenso earlier this month, the new multi-channel campaign sets out to prove Skinny will do anything to keep prices low and customers happy. By featuring a line-up of real Kiwis with famous names, such as Sarah Jessica Parker, Michael Jordan and Clint Eastwood, the campaign has already garnered significant attention, with several executions planned to amplify its momentum.

PHD and Spark PR & Activate have led a strong media and partnership strategy, designed to make these Kiwis famous by profiling them in New Zealand’s hottest celebrity and entertainment brands, including Bauer, TVNZ, Mediaworks and NZME.

Unprecedented collaboration with Woman’s Day has already resulted in editorial integration across three issues, with a NZ first-ever false front cover, entertainment profiles introducing the Skinny celebrities, ‘Orange’ carpet fashion pics and more to come.

Much like their namesakes, the new-found celebrities have had busy press schedules with interviews on TVNZ’s Breakfast, Bravo’s The Dish, mentions on The Edge, ZM and Mai FM. They will also feature across three issues of The NZ Herald’s SPY.

Says Ally Young, brand manager, Skinny: “We’ve pushed the boundaries of media and partnerships at every opportunity to bring this campaign to life – what’s more Skinny than that? And throughout it all, we’ve stuck to our core promise – happy customers and low prices (and good fun).”

Says Lee-Ann Morris, managing director, PHD: “Finding a better way is what PHD is all about, so when a client comes to us wanting to see something new, we pull out all the stops. Together we have created a truly unique campaign, proving that there are always clever and new ideas to be discovered.

“We also want to acknowledge Colenso for such wonderfully funny creative to work with and of course the regular Kiwis from the campaign for being the best non-famous celebrities.”

Skinny recently celebrated its customers, and its famous Hollywood namesakes, at the Orange Carpet Party on July 18, with appearances from the now-famous-in-NZ faces of the campaign, including Sarah Jessica Parker from Warkworth; Michael J Fox from Pukekohe and Ben Affleck from Dunedin. A live cross during TV2’s Shortland Street showcased all the action from the orange carpet.

Says Michael J. Fox from Pukekohe: “It’s taken a bit of getting used to, seeing my name in the limelight on billboards around town, bus shelters and on the buses, but it’s quite enjoyable actually.”