The frozen pastry category is currently declining and Pampas was declining with it. With Pampas as the dominant category player (50% share) it needed to act quickly to reverse category decline. Category sales were at their peak during the campaign period, from August to October, and so it needed to stand out in a short and cluttered campaign period. Research into the Australian food category revealed people are wasting more food than ever before and sustainability is a key issue and interest for young Australians.

Havas Group needed to start new conversations around a product that was no longer popular or relevant with new, younger audiences that Pampas were after. Introducing RE-PIE-CLING a vision to inspire people through Pampas' pastry possibilities and create a sustainable food movement in a smart but humble way. With Re-pie-cling, it wanted Australians to think differently about using and reusing food at home and start a movement around reinventing leftovers or food about to go off in a clever way.

Havas Group designed a 360 degree, social-led, communications campaign targeting the audience groups where they were: Facebook (56% of people 65+ and 73% of people aged 30-45) and online, family and lifestyle communities. Working with an integrated media, creative and PR idea and team meant it had a pool of expertise needed to play to the strengths of the Re-Pie-Cling story and movement. It could produce creative and engaging content, appoint a relevant campaign spokesperson, form strategic media partnerships and drive press coverage all from one collaborative team.

• Stemmed Pampas decline at a slower rate than the category • The campaign has had a positive impact on share of market • Engaged new and existing audiences for the brand and leveraged a new, on-trend conversation • Re-pie-cling provided a solid foundation to build future campaigns • 1.7 million full video views of Re-Pie-Cling web films across channels • 80% of web traffic users were new, 13% increase in overall site traffic • Facebook fan base growth of 67%: 3,539 fans, +539 against target. Please view website link for more results.

By approaching the campaign with a cross-platform communications mentality across media, PR and creative production and focusing on a socially-led campaign, it maximised the budget and ultimately stopped an iconic Aussie brand being removed from shelves - all on less than $100K.