Rodney Wayne Encourages Kiwis to ‘Change The Story’ in New Campaign Via Lach & Friends

New Zealand hair salon franchise Rodney Wayne and brand agency Lachlan McPherson and Friends announce the launch of a nationwide multimedia campaign inviting New Zealanders to feel the excitement and confidence that comes with fresh hair colour.

The ‘Change the Story’ campaign was developed from research that investigated the effect of enhancement of physical appearance through hairdressing with insights showing that hair is important to maintain self-esteem.

Says Lachlan McPherson, agency head: “Rodney Wayne has a founding belief that everyone has the right to look and feel fabulous. Feeling good about your hair colour can give you the extra power to write your own story and set a path in whichever direction you choose. Rodney Wayne is New Zealand’s most awarded salon, and a hair coloration expert. The campaign invites you to embrace the new and feel the confidence that comes when you reveal your beautiful best.”

Creative appears in magazines, outdoor, digital and social media and the campaign features a diverse range of Rodney Wayne clients.

View the campaign on Instagram at @rodneywayneofficial

Client: Rodney Wayne
Agency: Lachlan McPherson and Friends
Creative: Rob Jack and Lachlan McPherson
Typography: Brent Courtney
Photography: Guy Coombes
Video: Magnesium
Media: Seed
Print Production: Axiom

JAZZ Apple Launches First Global Marketing Campaign Via Lach & Friends

Following a brand refresh, T&G Global is rolling out the JAZZ apple brand’s first global marketing push with an innovative campaign created with Lachlan McPherson and Friends. 

The initiative is deploying in key markets including USA, Germany, Belgium, Netherlands, UAE, Thailand, Vietnam and New Zealand, with more to come.

Says Rebecca Champman, head of marketing, T&G Global: “The campaign is key to driving brand awareness and in establishing JAZZ as the ideal snack on the go.

“The new positioning line – ‘Is it JAZZ time yet?’- puts the apple at the heart of the snacking occasion, in a conversational and spontaneous way. With more people looking for healthier snacking choices, we’re promoting the fact that JAZZ apples fulfils this need.

“Thanks to their perfect snack-size, tangy-sweet balanced flavours, juicy crunch and source of nutrients, JAZZ is the ideal always refreshing snack.”

Says a spokesperson from Lachlan McPherson: “It is satisfying to help something as naturally good as the JAZZ apple take a share of the snacking market. And at the same time help a New Zealand brand gain enhanced adoration internationally.”

First grown in New Zealand 25 years ago, JAZZ apples are now grown under licence in 10 countries. They are exported to more than 45 countries and are available all year round in key markets.

Client: T&G Global
Head of Marketing: Rebecca Chapman
Brand Manager: Audrey Mitrani

Agency: Lachlan McPherson and Friends
Creatives: Rob Jack, Lachlan McPherson

Photography: Charles Howells

Lachlan & Friends and T&G Global win at AMI Awards

Orchard Rd AMI.001.jpeg

An innovative campaign for T&G Global’s Orchard Rd Fruit brand created by New Zealand independent advertising agency Lachlan McPherson & Friends with Seed Advertising has been named National Winner for Small Budget Marketing at the 2019 Australian Marketing Institute Awards.

Each year the awards showcase the very best of brands, stories and accomplishments and marketing campaigns from Australia.

Launched in Australia in 2018, in selected fruit stores, and then across Aldi stores, the Orchard Rd brand, which includes blueberries, cherries, Gold Kiwi, citrus, sugar plums and grapes, had an outstanding response from consumers.

The marketing plan centred on the ambitious goal of creating brand awareness across multiple channels on a limited budget, with the campaign utilising social media, in-programme brand integration, integrated magazine and real-time precision-targeted mobile digital to achieve outstanding sales growth.

120 judges undertook the challenge of individually reviewing 200 entries and determining the winners.

Cecilia Flores Paez, Global Brand Portfolio Manager for T&G Global said; “Brand loyalty comes from not being disappointed. We made sure, through our campaign, that our consumers know that if they buy Orchard Rd they are getting great quality.”

“Using insights and precision marketing, we were able to achieve great sales, successful store activations and great shopper engagement which cemented our presence on supermarket shelves. We are now implementing the same approach in other countries as we take the brand to the world.”

Lachlan McPherson, L&F agency founder adds, “T&G Global values fresh thinking and are continually developing new ways to grow and thrive in markets all around the world. It is exciting to see our creative collaborations receiving recognition as well as sales results.”

Find Orchard Rd on Instagram: @orchardrdfruit

See the full AMI Awards list here:

https://marketingvoice.ami.org.au/2019-marketing-excellence-gala/