As a fully integrated marketing and communications agency, we work across a number of different sectors – from property and professional services to not-for-profit, eCommerce and more. No two days are the same in our industry (especially at the moment, right?!) and that’s the kind of environment we thrive in - albeit from home, for the time being.
At P4 Group, we always have our thinking caps on and when we see the opportunity to bring two clients together for a cross client collaboration, we jump at the chance to make magic happen!
Living through COVID-19 and having to adapt to the ‘new normal’ is no easy feat, especially for charities that rely largely on donations.
The team at P4 Group have worked with Legacy Brisbane for the last 12 months, assisting them on major fundraising campaigns throughout the year to ensure they continue to provide their services to the families of Australian Defence Force members who have suffered ill health or death during or after their service.
Naturally, ANZAC Day is a busy time of year for the charity, with commemorative services and events forming a large part of their fundraising focus for the year. In 2020, these events were cancelled as result of the governments social distancing restrictions.
Enter Toowoomba-based brand Gloriously Free Oats (GF Oats), who this year set out to package its gluten free, vegan, oat-based ANZAC biscuits into commemorative packs so people could ‘commemorate at home’ this year. These packs included GF Oats’ Veteran Affairs approved ANZAC biscuits, a sprig of rosemary and an ANZAC trivia competition card.
So, how did we achieve the most successful ANZAC Day campaign to date - for both brands?
Leveraging our relationship with Legacy Brisbane, P4 Group pitched and secured a partnership to enable GF Oats to raise vital funds for the charity. This in turn boosted product sales and media presence of GF Oats in the lead up to, during and following ANZAC Day.
GF Oats Australian Operations Manager and Director Kylie Hollonds was thrilled with the outcome of the cross-client collaboration, which is the ultimate outcome for us as an agency.
“This was our first time working with a PR agency, but we knew we needed expertise to maximise this unique opportunity for our business,” she said.
“One of my 2020 goals was to find a long-term partnership that really resonated with the morals and ethics of our company.
“I am so grateful to have partnered with Legacy Brisbane and am looking forward to working with them in the future.”
Kylie added that one of Australia’s biggest household name brands even contacted GF Oats to purchase some products following media coverage.
“One of the highlights was our local Bunnings calling the morning after a story aired to order our biscuits for their entire staff to support both us and Legacy Brisbane.”
Check out some of our highlights below!